Dive Brief:
- Subway is returning to the world of “Happy Gilmore” as part of a tie-in with the Netflix comedy sequel premiering July 25, according to a press release.
- The sandwich chain, which appears in the 1996 original, will sell a limited Happy Gilmore Meal that includes one of four collectible cups. The meals also feature a QR code that accesses Subway’s Happy Place, a digital experience recreating the Zen headspace the titular character enters when focusing on golf.
- Members of Subway’s MVP rewards program can enter weekly sweepstakes via the experience for the chance to win prizes including a golf cart, apparel and $3,000 cash prizes in the form of “Big Ass Checks” referenced in the film.
Dive Insight:
Subway is capitalizing on excitement around the upcoming Netflix sequel to “Happy Gilmore,” which arrives nearly three decades after the original helped enshrine Adam Sandler as a pop culture icon. The QSR brand plays a prominent role in the 1996 movie, as Happy, a wannabe hockey player turned hot shot golfer, becomes a spokesperson for the sandwich chain to financially support his grandmother.
The landscape of movie tie-ins has evolved since the mid-90s, and Subway’s latest partnership places strong emphasis on its MVP rewards program and mobile-driven activations. The company worked with Netflix to develop Subway’s Happy Place, a digital hub themed around a signature habit of short-tempered Happy, where he tries to channel positive emotions to lock into his golf game by imagining a personal paradise. Subway’s Happy Place, which is also available to visit on the web, includes clips from “Happy Gilmore 2,” exclusive content, games, merchandise and weekly sweepstakes for a variety of themed golf gear and cash prizes.
For the meal combo around the movie, Subway enlisted artist Mickey Duzyj for custom illustrations on cups spotlighting four characters: Happy, his rival Shooter McGavin, nefarious former nursing home orderly Hal L. and Oscar, a new caddie sidekick played by megastar rapper Bad Bunny. Customers can make any combo or Meal of the Day purchase into a Happy Gilmore Meal for a $1 additional charge beginning July 10.
“Happy Gilmore 2” has become a magnet for brands, some of which, like U.S. Bank, have been involved with the project since its early development, The Wall Street Journal reported this week. Brands have sought deeper integrations with film and TV shows as consumers increasingly tune out traditional advertising and as platforms like Netflix roll out more ways to align with popular streaming content.
The “Happy Gilmore 2” collaboration arrives as Subway undergoes some internal transitions on the marketing front. Greg Lyons, a PepsiCo veteran, joined Subway as CMO in May to oversee global marketing, data and insights, digital platform and culinary initiatives. Earlier this year, the brand named Publicis Groupe’s Leo New York as its lead creative agency, replacing Dentsu.
