Subway ‘Happy Gilmore 2’ promo includes immersive mobile experience
Subway is including digital and metaverse features in its promotional partnership with Netflix and the sequel to a popular Adam Sandler comedy.
The quick-service sandwich giant, featured prominently in the 1996 golf comedy "Happy Gilmore" which helped launch the film career of Adam Sandler, is now teaming up with Netflix in a new campaign for "Happy Gilmore 2." The sequel is slated for release on Netflix Friday, July 25.
The limited-time promotional effort will include a special “Happy Gilmore Meal” combo including a sandwich, chips, and drink with one of four limited-edition cups featuring different characters from the movie franchise.
Every Happy Gilmore Meal also includes limited-edition packaging that lets customers scan a QR code to visit "Subway's Happy Place," an immersive digital experience inspired by a dream world scene from the original film and reimagined by Subway and Netflix.
Customers can also visit Subway's Happy Place at SubwayHappyPlace.com to view clips from the film, win prizes and limited-edition merch, and play games. Fans can also visit Subway's Happy Place at SubwayHappyPlace.com to enjoy clips from the film, a chance to win instant prizes and limited-edition merch, play games, and more.
Members of the Subway MVP Rewards program get extra perks inside Subway's Happy Place, such bonus entries into a weekly sweepstakes for a chance to win a piece of more than $1 million in prizes including a custom golf cart, weekly $3,000 cash prizes, and a grand prize golf resort trip for two.
"Alongside a generation of fans, Subway can't wait to see our old friend Happy Gilmore recapture the magic that made him such an enduring cultural icon in Happy Gilmore 2," said Cristina Wells, senior VP of U.S. marketing at Subway. "We're excited to partner with Netflix and give fans more of what makes them happy – more ways to enjoy their favorite subs and more ways to engage with a world that we cherish as much as they do – with a one-of-a-kind, connected experience exclusively at Subway."
Retailers go to the movies
Omnichannel promotional tie-ins with films are common in retail. Amazon entered an in-depth partnership with Universal to promote the 2024 movie “Wicked” that included a collection of content and officially licensed merchandise available at a dedicated Amazon Wicked page; as well as themed products, content and experiences on its shopping app and tie-ins with several of its personal digital devices.
Going back a few years, Sam’s Club created an online shopping experience that let customers visit a virtual reproduction of the Griswold home from the 1989 Chevy Chase holiday classic, "National Lampoon’s Christmas Vacation."
[READ MORE: Sam’s Club offers holiday shoppers a virtual ‘Christmas Vacation’]
Subway operates nearly 37,000 restaurants around the world, owned and operated by a network of thousands of Subway franchisees.
