Subway Surfers is a casual endless runner with a roster of more than 150 diverse characters from all over the world. The crew (Jake, Tricky, Yutani, and Fresh) have visited more than 80 destinations throughout the last 12 years. For the upcoming Green Game Jam update, they will drop by Australia with the mission to inspire the community to eat more veggies!

‍

The activation will raise awareness of how big of an impact players can make by switching to even one plant-based meal per week. On all Subway Surfers channels in-game and outside of the game will be used to achieve that goal: in-game, the activation will mainly focus on a new, special event where players must collect veggie ingredients for a sandwich. Once they do so, they unlock an adorable mascot character, Billy Bean.

‍

There will also be different in-game placements explaining the purpose of the activation and sharing facts about our food consumption habits' impact on the environment. Outside of the game, the reach of social media channels will encourage players to share how they eat less meat via local recipes, thus creating a stronger sense of community and diversity. We will use a milestone-based reward event to encourage our community to share their impact with us to unlock bigger and bigger in-game rewards.

‍

Players will be encouraged to better understand the significant impact they can have on the environment by switching even one meat-based meal or ingredient to plant-based. Ideally, the activation will inspire them to adopt new eating habits in their daily lives. The milestone rewards are a great way to encourage more members of the community to share their local veggie recipes or recreations of the sandwiches found in the Veggie Hunt in-game event. The more players share these, the more in-game rewards everyone gets.

‍

‍