DoorDash Delivers the Ball
The Challenge
The challenge for MKTG was to activate a key element of DoorDash’s NRL State of Origin sponsorship - the delivery of the official game ball - in a show-stopping manner. The games were scheduled at the Melbourne Cricket Ground and in Sydney and Brisbane. But COVID had other plans, and the game locations were moved to other states, with the final game moving three times the week leading up to the game!
The Solution
The solution was perfection. The team employed what they termed “Activation-Led Content” and made the game ball the hero. We storyboarded the journey of the ball from stadium-to-stadium leveraging key DoorDash assets to ensure the ball arrived on time and in grand fashion…via land, air, and sea. Despite location changes, MKTG secured biplanes, helicopters, speedboats, marching bands, classic cars, and scooters to ensure DoorDash delivered the precious game ball every time, on time. The entire production and on-the-ground promotion was managed by MKTG and blew the doors of all of the client's sales and conversion targets. The US HQ even called it the best marketing campaign globally of 2021.
Innovating to Impact
MKTG delivered a standout innovation by creating an “Activation‑Led Content” solution that turned the DoorDash NRL State of Origin game‑ball delivery into a dynamic, multi‑state spectacle. Despite constant last‑minute venue changes due to COVID, the team transformed the ball into the hero of a cinematic journey, travelling by biplane, helicopter, speedboat, marching band, classic car, and scooter, to ensure it always arrived on time and in unforgettable fashion. This agile, content‑driven activation not only exceeded all sales and conversion targets but was also hailed by DoorDash’s US headquarters as their best global marketing campaign of 2021.
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