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Challenge

As part of DoorDash’s sponsorship of the NRL State of Origin, they were tasked with the high-profile responsibility of delivering the official game ball. This presented a unique opportunity to create a significant brand spectacle by transporting and delivering the game ball in a memorable and engaging manner. However, the logistics of this task became increasingly complex due to the disruptions caused by COVID-19. The games, initially scheduled to take place at the Melbourne Cricket Ground and in Sydney and Brisbane, had to be moved to different states. In the week leading up to the final game, the location was changed three times, adding another layer of logistical challenges.

Solution

In response to the shifting circumstances, the team pivoted to a new approach that would turn the logistical challenges into an opportunity for creative storytelling and brand engagement. The solution, termed “Activation-Led Content,” involved documenting and sharing the journey of the game ball as it traveled from city to city. This approach not only maintained the excitement of the initial plans but also provided a dynamic and engaging narrative that could be shared across multiple formats and channels.

The journey of the game ball was meticulously planned and executed, ensuring that it arrived on time and in grand fashion at each new location. The ball was transported via various means including biplanes, helicopters, speedboats, marching bands, classic cars, and scooters, creating a spectacle that was both impressive and engaging. MKTG managed the entire production and promotion, leveraging key DoorDash assets to enhance the narrative and ensure a consistent brand presence throughout the campaign.

Despite the changes in location, the campaign maintained its momentum and excitement, capturing the imagination of the audience and creating a wealth of branding opportunities. The multi-format content generated from the activation was shared widely, engaging viewers and driving brand awareness.

Results

The campaign delivered outstanding results for DoorDash, exceeding all expectations and targets. The “Activation-Led Content” approach not only overcame the logistical challenges but turned them into a strength, creating a compelling narrative that resonated with the audience.

• Sales and Customer Growth: The campaign resulted in more than a 200% uplift in attributable orders in the lead-up to, during, and after the games. There was also a significant increase in new customers, with more than 50% growth in this area.
• Engagement: The content generated from the campaign received over 200,000 views on DoorDash’s social channels, showcasing the high level of engagement and interest from the audience.
• Media Coverage: The innovative approach and successful execution of the campaign garnered extensive media coverage, further amplifying its impact and reach.

The success of the campaign was recognized at the highest levels, with DoorDash’s US headquarters touting it as the best global marketing campaign of 2021. This recognition not only highlighted the effectiveness of the campaign but also underscored the creative and strategic prowess of the MKTG team.