Nearly 30 years after Adam Sandler winked at product tie-ins by plugging Subway sandwiches in Happy Gilmore, (“Talk about a hole in one!”), Netflix is bringing the company back for the sequel.
Along with U.S. Bank and Callaway, Subway is extensively integrated into the new movie, which debuts next month. In the latest twist, Shooter McGavin (the rival to Sandler’s Happy) gets to be the official spokesperson for the Happy Gilmore Meal, which is an actual offering going on sale at the chain later this summer.
Chris McDonald, who plays Shooter, shot additional Subway scenes for social media, as did pro golfer Bryson DeChambeau.
The promotional effort is part of Netflix’s ongoing push into advertising and commercial partnerships. The streaming giant has previously created custom co-marketing campaigns with TurboTax for WWE RAW, Duolingo for Squid Game, Google Shopping and Emily in Paris, and several others. As subscriber levels plateau, especially in North America, Netflix has been turning to advertising as a key new revenue source.
“Happy Gilmore is one of those rare films that lives on in culture because fans truly love it – it’s quotable, it’s chaotic, and it’s got heart,” said Magno Herran, VP of Brand Marketing and Partnerships for Netflix. In developing partnerships, he added, the company looked to land on those that “show up in a way that feels organic to the Happy universe and brings real value to fans.”
Cristina Wells, SVP of U.S. Marketing at Subway, said the team-up gives fans “more of what makes them happy” through a “connected experience.”
