#SUBWAY® And Lionsgate Team Up for Release Of “The Hunger Games: Catching Fire”

The SUBWAY® brand has teamed up with leading global entertainment company, Lionsgate, to mark the UK release of “The Hunger Games: Catching Fire”, the highly anticipated second instalment of the global film franchise, “The Hunger Games”.

SUBWAY® stores in the UK and Ireland will have their menus spiced up with a range of Fiery Subs in-store, from the beginning of November 2013. Also available on flatbread, the Chicken Jalapeno Melt and Steak Jalapeno Melt Subs will be available as part of a £4 Deal with any regular drink throughout November and December[1]. SUBWAY® staff will be encouraging their customers to make their Subs even fierier with the addition of SUBWAY® chilli sauce.

The partnership sees SUBWAY® stores take part in promotional activities across in-store, social, online and broadcast channels in anticipation of the film’s release on November 21, 2013. Working directly with Lionsgate, the SUBWAY® brand has created a unique in-store experience, with eye-catching in-store displays as well as introducing limited edition 16oz Hunger Games branded SUBWAY® cups for the length of the promotion.

The media campaign launches on November 6 with 30-second and 10-second TV spots across all major terrestrial and digital channels and cinema activity kicking off from November 15. SUBWAY® social media fans will be able to win exclusive prizes including a trip to the set of the film in Hawaii.

SUBWAY® Famous Fans including elite gymnast Louis Smith, international boxer Anthony Ogogo and British pole-vaulter Holly Bleasdale will be in attendance at the World Premiere of “The Hunger Games: Catching Fire” in London on November 11.

Commenting on the partnership, Manaaz Akhtar, Regional Marketing Director for the SUBWAY® brand in Europe, said: “The Hunger Games: Catching Fire” is one of the most anticipated films of the year. We wanted to create an experience that would enhance the film even further, and give Hunger Games and SUBWAY® fans the chance to relive the film both in-store and online.”

[1] £4 deal includes a 6-inch Sub and regular 16oz dispensed drink or regular tea or coffee or 500ml bottle of water. Not valid for double meat, extra cheese, bacon or any other extras. Participation may vary. Terms and conditions apply.