The Sub living room was a first of its kind, 120 m2 design installation disguised as a premium living room. Through a pull of the Sub’s lever, it became the biggest functioning pinball machine ever built. An integrated communication plan was launched in late March 2014 using Heineken’s Facebook and Twitter accounts, print ads, radio spots and invitations to the opening event. Our line? “Come and play The Sub living room”. On the 8th of April, at the start of Milan’s Design Week, the Sub was launched at the heart of the festival, outside the busy Porta Genova metro stop. A large LED sign invited passerby’s to witness the final unveil. That evening, The Sub Living Room, the world’s largest pinball machine, was revealed to the crowd.

From the evening of the 8th April to the night of 12th more than 1534 games were played in front of huge crowds. Over 23722 spectators witnessed the Sub firsthand and discovered how it could make living rooms more playful. Newspapers picked up the story and made The Sub living room into one of the “things-to-see” of the Design Week.

#playthesub in the top 5 trending topics in italy

129% more orders of the sub

18.4 million media impressions earned

But the best part? One happy client.