Netflix X Subway Partnership

The Problem: Create engaging social content strategy to drive awareness and conversion for the Subway x Netflix Happy Gilmore 2 collaboration, targeting fans through nostalgic film moments and limited-time offerings.

User Insight: Fans connect emotionally with Happy Gilmore's underdog luck story. They want to experience that same good fortune through his favorite meal at Subway.

Content Strategy: “Do It Like Happy”

Content Approach: Developed a cohesive content narrative across video and static posts that celebrates Happy Gilmore's iconic moments while driving clear calls-to-action. Content balances entertainment value with conversion-focused messaging.

My Role: Lead content strategist and UX writer responsible for developing the campaign narrative, crafting all social copy, and ensuring consistent voice across video scripts and static posts that would drive both engagement and conversions.

Content Team:

  • UX Writer/Content Strategist: Audrey Siaw-Asamoah

  • UX Designer: Samantha Karasinski

  • Design Director: Taiyo Kitagawa

  • Dentsu Legal

Impact:

  • 1.4M cups sold in first 2 weeks

  • Revenue shifted from loss to profit

  • 250M total impressions

  • Same-day merchandise sellouts

Video 1 - “Hole-in-One”

  • Micro-storytelling in 6 seconds - Leveraged platform-native short-form format for instant brand recognition within social media attention spans

  • Visual metaphor for product demo - Golf ball rolling into meal cups created seamless product showcase while honoring iconic film moments

  • Fan service as engagement driver - Recreated Happy's signature move to ensure content felt authentic

  • Multi-product showcase efficiency - Featured all meal cup variants in single piece to maximize product visibility within budget constraints

  • Shareability through recognition - Created "aha moment" for fans to immediately connect visuals to film, driving organic engagement

Stills

  • Golf insider language ("mid-drive") - creates in-group connection

  • Targets active leisure moment when hunger naturally occurs

  • Badge use - "+$1" pricing callout is prominent and accessible in badge

  • Netflix partnership - adds perceived value beyond just food

  • Headline Hierarchy - Two-line hierarchy separates concept from product name for better scan-ability

• Tone of Voice - Conversational tone with "Happy was here 👀" creates personal connection and film reference

• Action-oriented language ("Add $1 to swing", "Grab 1 of 4") drives immediate engagement

• User language - Insider user/fan language like “swing", "ace your lunch game") maintains thematic consistency with franchise

Video 2 - “Got You, Shooter!”

  • Villain protagonist - Uses antagonist as compelling hook to drive urgency

  • Film reference callback - Leverages Shooter McGavin's iconic character for instant recognition
    • Scarcity messaging - "Before Shooter grabs them all" creates FOMO and purchase urgency

  • Branded integration - Seamlessly weaves product placement into entertaining narrative

  • Upsell opportunity - End card promotes collectible cup add-on to increase transaction value

Video 3 - The Meet & Greet

• Product showcase format - Sequential cup reveals build anticipation and allow individual character spotlight moments

• Character positioning strategy - Distinct descriptors establish each cup's personality and collectible value proposition

• Cross-channel consistency - Leveraged existing TV/radio copy to maintain unified brand voice across all touchpoints

• Music-visual synergy - Modern electronic beat matches the dynamic product reveals and contemporary brand energy

• Collectible narrative - Positions cups as character-driven collectibles rather than simple merchandise add-ons

Previous

JobPay Onboarding