Sandwich Cannon
- Brand
- Jimmy John's
- Year
- 2012
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- Superfad
- With
- EVB
Objective
Jimmy John's built its whole brand around "freaky fast" delivery, and it wanted a piece of downloadable fun that would keep that promise on players' minds between orders. EVB and Superfad built the app as a standalone iOS download rather than a feature buried in the ordering app, betting that a silly camera toy would get passed around by the people playing it. Every shot fired was meant to double as a small, self-propagating ad for how fast the sandwiches show up.
Solution
Sandwich Cannon opens straight into the phone's camera view, cannon barrel included. The player picks a target — a live shot of whoever's standing in front of them, or a photo pulled from their library — then chooses what to load: a Jimmy John's sandwich, a ninja, a kitten, or a stack of dollar bills. Tapping fires the cannon, and the projectile bursts on impact, splattering the target in sandwich filling (or ninjas, or cats). Players can keep swapping targets and ammo for as many rounds as they like, then save the clip and send it straight to Facebook, Twitter, or email.
- 1
The player downloads Sandwich Cannon, a free companion app from Jimmy John's, separate from the chain's food-ordering app.
- 2
The player picks a target: a live person framed through the device camera (a friend, a coworker, anyone in view) or a photo from the library.
- 3
The player chooses ammo before firing — Jimmy John's sandwiches in several varieties, plus novelty projectiles like ninjas, kittens, and dollar bills.
- 4
Aiming the device like a gun sight at the target on screen, the player fires the loaded projectile at them.
- 5
The projectile explodes on impact, splattering its contents (sandwich fillings, or the novelty item's equivalent) all over the person in frame.
- 6
The player can capture the hit as a video clip and share it via Facebook, Twitter, or email.
