Subway
All Case Studies
MARKET TO ATHLETESIn-Store Foot Traffic
Subway

Subway

QSR / Restaurant

To launch a new menu, 174 athletes visited Subway stores to film authentic content, generating massive buzz and driving real foot traffic in just 21 days.

1.1M
Total Views
183
Unique Content Pieces
0
Total Views
174
Athletes
183
Content Pieces
21
Days

Cost Efficiency

NIL Club
$18
per 1K impressions
Industry Avg
$45
per 1K impressions
60% Lower Cost

Platform breakdown

Engagement rate and share of views by channel

TikTok
9.2% eng.687K views
60%

🏆 3.7× industry (ind. 2.5%)

Instagram Reels
7.8% eng.345K views
30%

🏆 15.6× industry (ind. 0.5%)

Instagram Stories
6.1% eng.116K views
10%

🏆 10.2× industry (ind. 0.6%)

Combined engagement rate
8.4%+1580% vs industry

Industry benchmarks: Socialinsider 2025 Social Media Benchmarks

Content performance

Output and engagement

127
Video Posts
56
Story Posts
96,284
Total Likes
8,227
Comments
12,021
Shares

PERFORMANCE VS. INDUSTRY

How Subway Compares to Industry Benchmarks

NIL Club vs. Industry Benchmarks

Athlete content vs. traditional QSR marketing

Cost Per 1K Impressions-60%
Industry
$45
NIL Club
$18
Engagement Rate+1580%
Industry
0.5%
NIL Club
8.4%
Content Authenticity Score+309%
Industry
23%
NIL Club
94%
Ad-Blocker Immunity∞
Industry
0%
NIL Club
100%

Industry benchmarks sourced from QSR social media marketing reports (2024). CPM based on $20K campaign spend for 1.1M impressions.

Campaign Economics

EARNED MEDIA VALUE
$189K
Equivalent paid ad spend
COST PER ENGAGEMENT
$0.18
vs $2.50 industry avg
VIRAL COEFFICIENT
3.2x
Organic reshare multiplier
VIEWS PER CONTENT
6,010
Average per athlete video

Athlete Content Library

Click any video to explore the full collection

The Story

How 174 athletes launched a menu in 21 days

The Brief

Subway needed authentic buzz for a new menu launch. Traditional ads weren't cutting through to Gen Z.

The Halo Effect

Athletes are trendsetters. People trust what athletes put in their bodies. Subway wanted to associate with that credibility. If it's good enough for an athlete, it's good enough for me.

The Execution

174 athletes visited actual Subway stores, filming genuine reactions to new menu items.

Viral Coefficient

3.2x organic reshare rate, content spread beyond athlete followers to their extended networks.

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