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  • How did Subway win the attention of Gen Z?
  • How did Subway win the attention of Gen Z?
    The 4 to 9ers (2014) ©
CASE STUDY

The 4 to 9ers: Subway's YouTube sitcom for Gen Z

Gen Z had eluded Subway. Teens are watching less live TV, so they don’t see its ads, and they don't like direct advertising. So Subway launched sitcom The 4 to 9ers, and the first season attracted 18 million viewers. But who wants to watch a TV show created by a fast food chain?

Location United States

Scope
Gen Y has been described as a tech-savvy, socially-orientated and health-conscious generation, and brand marketers, political campaigners and social-issues advertisers have all leveraged these insights in an effort to appeal to this demographic. [1] But while many fast-food chains obsess about this elusive cohort of people, Subway has already turned its attention to an even less understood group: teenagers.

Using an online show called The 4 to 9ers, which attracted 18 million viewers during the first season, Subway has demonstrated how it understands Gen Z and how content marketing can be an effective strategy to ...

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