SUBWAY SURFERS FLOOR IS LAVA CAMPAIGN HIGHLIGHTS27 unique videos (crossposted to all channels)
75m+ organic video views (2.7m avg)
Most viral video: 32m+ views | 650k+ likes
93k+ followers gained across all channels
34% increased conversion rate
100% in-house content
The Subway Surfers Ireland update was the biggest Subway Surfers content drop to date and featured the highly anticipated Floor is Lava mode.
I had the responsibility of creating and running our biggest video campaign yet (at the time), primarily focusing on the new game mode - and it boomed.
Taking inspiration from the player-made Floor is Lava challenges on TikTok from 2022, this became one of our most viral video campaigns to date.
We reached 75m+ organic video views across TikTok, IG Reels and YouTube Shorts in the span of 3 weeks.
The Floor is Lava campaign also marked a pivotal moment where we solidified IG Reels as another consistently high performing channel.
