For their activation at the 2022 Super Bowl Experience, our client wanted to bring their national “The Vault” marketing campaign to life in a spectacular way. The experience gave football fans a chance to enter “The Vault” for an immersive multisensory experience and walk away with an autographed signature sandwich signed by three of the biggest names in the NFL – Marshawn Lynch, Russell Wilson and Trevor Lawrence.
ASV built and activated a custom, self-contained 38’long x 22’ wide x 18’ high walk-in structure divided into three “rooms”: an immersive video and audio experience room for fan engagement, a greenroom and an AV control room. Mimicking an actual vault, the structure’s exterior showcased grand green laminated columns and trim, brush metal green hard panels, green rivets, of course, a sculpted vault door with metal gears. Inside the immersive room, three 15’ x 8’ connected LED video walls and surround sound audio took consumers on a fantastical virtual “Signature Sandwich” ride featuring all three signature sandwiches. Eight LED monitors, illuminated canned “Subway Vault Signature Sandwich Experience” logos, a large-profile SEG fabric graphic and logo inlays in the floor further showcased Subway curated video content and branding.
Overall, the activation was a huge success and The Vault experience was featured again to support Subway’s sponsorship at NFL Draft and their franchise meeting over the summer.