The iPhone app Subway developed let people play a fun, engaging scooter-riding game where they could gain discounts on sandwiches—along with scan the menu and store locations—while increasing sales and providing a very involving store opening interactivity. Since the target was young, savvy, digitally-minded and very likely an iPhone lover, the app was a cost-effective way to entertain and engage. The game was the key as the Daredevil Delivery game linked up with their appetite for adventure, while earning points for sandwich discounts, all the while within the 'face' of the brand.

Over 8,000 digital coupons were redeemed in the first two weeks, as the app skyrocketed to over 200,000 downloads in the first four weeks becoming the #1 ranked iPhone App in China! With no money spent on promoting the app, word got out through thousands of comments and communications on BBS and online media making “Daredevil Delivery” a runaway success for Subway in China. Playing the game on big digital OOH next to new store openings helped those stores register top sales records for stores in China!