CHALLENGE // Boost brand awareness, perception and consideration by giving Grubhub a stronger foothold in popular culture. Beyond the upper funnel goals, we also wanted to create ordering moments that would allow us to engage existing customers and attract new ones.
SOLUTION // We created Sound Bites, a concert series that delivered live streamed performances from top artists—and tasty food—right to people’s homes. Megan Thee Stallion, Zedd, Ella Mai, Charlie Puth and many other artists graced the Sound Bites stage. Restaurant partners like Shake Shack, Wendy’s and Burger King also got involved, contributing funds to help us offer a richer concert experience to fans.
While the primary objectives were upper funnel brand priorities, we were also able to incorporate mid- and lower funnel tactics as well. We offered free trials of our Grubhub+ membership service as well as promos that encouraged viewers to order food and enjoy while they watched the show.
RESULTS // Over 124 million viewers tuned in to Sound Bites and over 16 million of them engaged with the livestream. And they placed 300,000 incremental Grubhub orders.
MY ROLE // Creative direction
