Subway was looking to create a unique experience that provided a game companion for die hard sports fans and enhanced Subway’s brand association with teams in local markets.
Subway had begun to launch a ‘Fan Favorites’ website in a few select local markets in order to capture the attention of local fans. The first version of the ‘Fan Favorites’ site provided some compelling content, but wasn’t driving the targeted traffic needed to expand the pilot program to additional markets. Subway sought out a solution that would provide enough content to warrant additional time on the site, as well as referral traffic.
Predictive analysis at the time was relatively new to the sports media market. Applying advanced modeling techniques to the numerous data points collected in major sports allows fans to now understand how the momentum of the game is turning, in real-time. This content had been available only to professional teams, but in order to provide Subway with a truly unique experience, for the first time it would be developed for fans.