DoorDash leveraged the power of an NRL Finals sponsorship to deliver high impact marketing moments
Challenge
DoorDash wanted to position their brand as the NRL's only convenience 'On-demand Delivery Partner' providing enhanced services through broader retail partnerships and a point of difference compared to other delivery providers. The challenge was to tell Australia that DoorDash has arrived, and is here to stay.
Solution
DoorDash needed to drive conversion of new users and app downloads. By leveraging Nine’s exclusive coverage of every Finals match, DoorDash creatively showcased their service as the ultimate on demand delivery partner for any need.
Execution
This came to life through integrated broadcast assets including a situational content series utilising the power of Nine talent and AR ball delivery.
"The NRL on Nine is a powerful platform, allowing us to reach a passionate fan base and amplify our NRL partnership. Through Nine, we capitalised on the strength of their broadcast to create a suite of assets that drove engagement with fans and generated great results."
Michael McCash
DoorDash - Senior Manager, Consumer Growth Marketing, Australia
Results
Using a Nine powered Effectiveness study, Doordash saw top of mind awareness grow 30% pts since NRL sponsorship began and consideration increased 6%. DoorDash also acquired the largest number of new users in one day during the NRL Grand Final activations through Nine.
+30% PTS
Top of Mind Awareness
+6% PTS
Consideration
Largest number of
new users acquired
NRL Grand Final 2021
Source: Gemba NRL Interim Report 2021.
