This year Wavemaker brokered the first On-Demand delivery deal with the NRL, making DoorDash the first delivery partner of the NRL, including naming rights of Touch Football Australia as well as becoming the inaugural partner of the Indigenous Round – delivering a $25,000 donation to the School To Work program.
The term “moving the goalpost” describes a change in a situation that makes things incredibly difficult. For DoorDash and the NRL sponsorship, it wasn’t just the goalposts that were moved, it was the whole stadium… time and time again.
First for the State of Origin, then the Finals Series and now the finale of all finales, the NRL Grand Final where the Panthers take on the Rabbitohs at Brisbane’s Suncorp Stadium.
As footy fever heightens for this weekend’s NRL Grand Final, DoorDash is gearing up to connect with fans and prove that they are the perfect delivery order partner for every footy occasion.
To celebrate the Footy Finals DoorDash has been giving away the ultimate prize – 365 days of DoorDash – offering one lucky consumer the chance to win the ultimate prize of a year’s worth of DoorDash.
The DoorDash ‘Dash Lounge’ went live yesterday at NRL’s FanFest, with consumers invited to try their luck at the spiral pass challenge or snap a photo with the official GF match ball to win Grand Final tickets and other prizes!
They say that diamonds are created under pressure, and that’s exactly what Wavemaker and DoorDash will continue to deliver. Stadium activations that have taken months to plan are being modified overnight.
DoorDash have been delivering the official NRL ball to the new stadium locations for each of the NRL Finals games and we can’t wait to show Australia what we have planned for the Grand Final.
The last-minute venue changes have become a positive asset, forming the narrative for highly entertaining content that features Dashers adapting to any situation to ensure the delivery gets through.
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No TVCs? No problem. Working with Network Nine and Foxtel, Wavemaker has created situational content pieces with James Bracey, Alana Ferguson and Paul Gallen as well as other integration elements.
Wavemaker ensured that viewers saw DoorDash by painting each game red. DoorDash has also dominated signage and screens. In Digital, we had TikTok TopViews go LIVE on Tuesday and in 24hours we generated over 8M views.
Homepage Takeovers on key news and NRL sites provided high impact moments to reach NRL audiences where they are most. These were supported with display, social and BVOD, engaging with audiences at all touchpoints.
Michael McCash, senior manager, consumer growth marketing, DoorDash Australia, said: “This isn’t your usual ‘your-logo-goes-here’ promotion.”
“We understand that Aussies don’t want to be disrupted when watching something as intense and exciting as the NRL Grand Final, but they do want food and drinks in hand to fuel their passion for the game. Our partnership ensures that we do exactly that, deliver more excitement to the game than seen before.”
Shivani Maharaj, newly appointed chief content & partnerships officer at Wavemaker, added: “DoorDash has demonstrated every trait required to be a footy great – speed, agility and inventiveness. We are so proud to contribute to DoorDash Australia’s growth in 2021 with this NRL partnership and we can’t wait to see the final parts of our NRL campaign come to life this Sunday.”
