Subway Sink a Sub - Palmer® - Minimal Portfolio & Agency

Sink a Sub™ /

Sink a Sub™ /

Sink a Sub™ /

Slinging Meatballs, Scaling Apps: The Sink a Sub™ Integration

I led the end-to-end design process for the new Sink a Sub™ game and working with multiple stakeholders to design, strategise, and execute everything from the core UI/UX and game mechanics, character design, token redemption, gameplay token creation through their Point of Sale systems, merchanising assets on the app, email journey, prize redemption journeys, and the creation of all visual assets across every digital touchpoint. The business impact was evident with new app downloads and signups

See it live

Year:

2022

Category:

Product design / UI/UX / Game design / Art direction

Client:

Subway AUNZ

My role:

Design Lead

What I did:

UI/UX design, Art direction, Game mechanics

problem

One year post-launch, the Subway app needed a catalyst for growth. Our objective was to accelerate downloads, user retention, and conversion through their Sink A Sub game. With a strict six-week promotional window, we were tasked with driving a measurable increase in orders, app downloads, sign-ups, and overall engagements.

Approach

We reimagined Sink a Sub™ as a seamless, app-first experience. By centering the UI on a "finger-flick" mechanic featuring the iconic Footlong, we prioritised intuitive replayability. Every touchpoint, from in-restaurant token collection to one-click prize redemption, was engineered to be frictionless, turning a simple promotion into a high-engagement loop. Because let’s be honest: slinging meatballs at a sub is a universal joy.