HIGHLIGHTS

• 101 unique videos (crossposted across all channels)

• 100m+ organic video views (1m avg)

• Most viral video: 10.2m+ views | 833k+ likes

• 12 TikTok filters created

  • 10400+ UGC videos generated

• 24 influencer collaborations

  • 20m+ views across influencer videos

• 173k+ followers gained across all channels

  • +73% increased conversion rate

For its 12th birthday, we brought Subway Surfers back to the original map for a limited time, resulting in our biggest social media campaign to date.

I had the responsibility of running this campaign, working closely with wider marketing, our product team, and external agencies. I also directed the tone and strategy of our organic campaign, as well as creating a wide variety of content for it.

Our campaign heavily focused on directing our players in-game, leveraging our strong and playful brand positioning to create high viewer engagement.

We tapped into the power of fandom and UGC by partnering with creators and influencers, giving our fans the tools and inspiration to make their own content.

We created 12 original filters, heavily promoted the Subway Surfers Challenge and Dual Wield Challenge, and even created a brand new TikTok themed remix album with 12 original tracks.

This resulted in more than 2200+ pieces of UGC being created for Subway Surfers Classic.