Challenge

As part of DoorDash’s NRL State of Origin sponsorship, DoorDash had been afforded a huge responsibility - the delivery of the official game ball. Our challenge was to leverage this opportunity and create a true brand spectacle, transporting and delivering the game ball in style.  But as COVID played havoc with the game schedule, moving games to different states and rescheduling the final game three times in one week, this challenge came with a number of difficult logistic considerations.

Solution

We had originally planned on large scale in-stadium activations such as skydiving, pyrotechnics and stunts to excite and delight our audience. But the change of scheduling forced us to start from scratch, leading us into the perfect solution - Activation-Led Content. This new idea would follow the game ball from city to city, sharing its journey through multi-format content that engaged viewers and provided a plethora of branding opportunities. The entire production and promotion was managed by MKTG and blew the doors off all of the client's sales and conversion targets, with their US Headquarters touting it as the best global marketing campaign of 2021.

Impact

This campaign delivered more than a 200% uplift in attributable orders in lead up, game day and days following, as well as a more than 50% increase in new customers, and over 200,000 content views on DoorDash social channels. A huge result for the DoorDash brand and a proud moment for the dentsu group.