Jersey Mike's Creates Culture on Gameday
Team Liquid & Jersey Mike's
When you think of Sunday + wings + pizza, what sport comes to mind? Esports didn’t have that equivalent. What excited me the most about joining esports was the opportunity to create culture. In partnership with Jersey Mike’s, we architected a program to cultivate the fan habit of ordering subs on gameday. We designed an always-on program that combined access, offers and experiences for fans to not only drive orders but build affinity throughout the year.
Access: We debuted the Jersey Mic’d social feature, which gave fans never-before-heard access to in-game communications during exciting moments in games. The sound snippets were posted on Team Liquid’s social media handles and promoted from player accounts.
Offers: When Team Liquid wins, fans win. Subs for Dubs is a weekly promotion that gives fans a special offer – like Buy One Get One free – on their Jersey Mike’s order after Team Liquid win.
Experiences: Jersey Mike’s prides themselves on serving “A Sub Above” – sandwiches made with high quality ingredients that are a level above everyone else. Together, we launched “A Fan Above” – an annual fan sweepstakes to search for Team Liquid’s biggest fan. Winners received a “player for a day” experience, starting with signing a player contract, touring the Team Liquid training facility, and traveling to TwitchCon for an unforgettable experience. From dance videos to essays to fan art, the Fan Above competition brings out the best Team Liquid fans every year.
