The Soup or Bowl 🏈
You watched the Super Bowl.
I watched the Soup or Bowl.
We are not the same.
That’s right. We hijacked the biggest Sunday of the year and turned it into the biggest Sub day of the year. When we realized thousands of Canadians would be desperately searching for a last-minute Super Bowl livestream link, we knew exactly what to do: send them to The Soup or Bowl, a livestreamed broadcast of a soup. And a bowl.
The results:
1.3M+ views of Twitch takeover, 12.6K live stream viewers, 15M+ impressions, 4.7K engagements, 350 new followers. 😎
Teaser #1: We leaned into a classic game-day ritual with a heroic banner run by a totally legit football player, proudly clutching a footlong.
We Got People Excited for the Big Weekend on Social 🥗 🍲
Teaser #2: Gatorade shower < soup shower
We launched the offer by spilling the beans (and the broth), inviting fans to pick a side: Soup or Bowl?
Then We Took Over Twitch’s Homepage on Game Day ⬇️
We hinted that Subway had a link to the big game. (I’d believe that.) Using ManyChat, anyone who commented “Footlong” received a DM with the Twitch stream, resulting in an almost perfect click-through rate.
We Slid into the DMs 👀
We snuck into 26 subreddits where fans were hunting for links to the big game and shared one of our own. Instead of football, anyone who clicked was redirected to Subway’s Soup or Bowl livestream on Twitch, a game-length broadcast featuring a Power Bowl, a soup, and a live offer for 60% off soups or bowls. To reward viewers who stuck around, surprise gift cards were revealed throughout the stream using secret code words.
And We Infiltrated Reddit 🕵️
So people were mad there was no football, right? 🤔
Wrong! 😏 The experience didn’t just drive clicks. Even after our audience recognized the misdirect, they remained on the stream and actively engaged with the content. They even organized to work together to get the codes for Subway gift cards.
Our Game Day Hack Made Headlines 🗞️ (More Coverage to Come!)
Go on, give these bad boys a click. You’re already curious. Don’t fight it.
Credits
My Role: Art Director
Copywriter: Bailey Robson
Creative Director: Jill Mack
CCO: Lance Martin
Agency: DonerNorth (formerly UNION)