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<p><img loading="lazy" decoding="async" src="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-jersey-mikes-copy.png" sizes="(max-width: 949px) 100vw, 949px" srcset="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-jersey-mikes-copy.png 949w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-jersey-mikes-copy-300x214.png 300w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-jersey-mikes-copy-768x547.png 768w" alt="" width="949" height="676" /></p>
<h2>Team talk</h2>
<p>An official sponsor of over 40 NCAA schools including many in Power 5 conferences, U.S. sandwich chain Jersey Mike’s Subs wanted to drive brand awareness and increase sales across its thousands of stores.</p>
<p>It was ready to launch its “Tailgate Tour” marketing campaign, giving away free subs at colleges through the football season – but needed a digital strategy to attract fans into its funnel and convert them into monetizable customers.</p>
<p>Jersey Mike’s brief:</p>
<ul>
<li>Create a new free-to-play (F2P) game to maximize existing IP rights (40+ NCAA sponsorships)</li>
<li>Drive fans to download the Jersey Mike’s app and become a MyMike’s member (Jersey Mike’s rewards program)</li>
<li>Promote the F2P game to fans at scale, with ad spend to buy media space</li>
</ul>
<h2></h2>


<h2><img loading="lazy" decoding="async" src="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-tactics.png" sizes="(max-width: 2918px) 100vw, 2918px" srcset="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-tactics.png 2918w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-tactics-300x214.png 300w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-tactics-1024x730.png 1024w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-tactics-768x547.png 768w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-tactics-1536x1094.png 1536w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-tactics-2048x1459.png 2048w" alt="" width="2918" height="2079" /></h2>
<h2>Tactics</h2>
<p>We created Tailgate Trivia, a series of 49 college football quizzes that test fans’ knowledge on individual NCAA schools.</p>
<p>Available to play via the Jersey Mike’s mobile app, the interactive game integrates the brand’s “MyMike” loyalty scheme, rewarding fans with in-store offers and discounts the better they perform, alongside a chance to win x4 tickets to the NCAA Rose Bowl.</p>
<p>With a diverse range of questions, Tailgate Trivia appeals to fans across America. And to promote sign-ups, we ran a series of programmatic media campaigns, targeting NCAA fans with personalized ads via our exclusive audience data network.</p>
<p>Tailgate Trivia includes unique social sharing features to drive fan interaction while giving Jersey Mike’s valuable first-party audience data to use in future marketing.</p>
<p>&nbsp;</p>


<p><img loading="lazy" decoding="async" src="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-final-result.png" sizes="(max-width: 2918px) 100vw, 2918px" srcset="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-final-result.png 2918w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-final-result-300x214.png 300w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-final-result-1024x730.png 1024w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-final-result-768x547.png 768w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-final-result-1536x1094.png 1536w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-jersey-mikes-final-result-2048x1459.png 2048w" alt="" width="2918" height="2079" /></p>
<h2>Final result</h2>
<p>Tailgate Trivia drove major awareness for Jersey Mike’s through the college football season while driving new leads, sales and capturing rich new audience data.</p>
<ul>
<li><strong>Over 185k users</strong> engaged and played Tailgate Trivia</li>
<li><strong>Over 45 mill impressions</strong> among NCAA fans – generated via custom new creative</li>
<li>Digital kiosks built for Trivia-playing across <strong>various locations</strong> during the NCAA season</li>
</ul>


Genius’ understanding of our brand goals and the U.S. landscape is seriously impressive. We wanted to connect with college football fans in an interactive way and Tailgate Trivia helped us build a real sense of community and loyalty.

Jersey Mike’s engages sports fans with Tailgate Trivia

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