Leveraging its title sponsorship of France’s Ligue 1 and its partnership with Olympic Marseille (OM) at the end of the French football season, Uber Eats launched a large scale French campaign based on Blockchain technology and NFTs called ‘Marseille Supplement’.
Developed in harness with agency La Fourmi, the campaign is based around a limited edition collectors’ pack of a custom-made pizza in partnership with a local Marseille pizzeria La Bonne Mère, a new OM club jersey and an NFT card celebrating the highlights of the 2020/2021 season.
The campaign includes a set of unique digital art works by Marseille artist Raphaël Bonan numbered 1 to 10 which are hosted in the Blockchain, while The NFT card, a technology which enables information to be stored and digitized in a secure and transparent way, allows supporters to have video highlights of the club’s season featuring the players who stood out during the year.
The packs were available in Marseille between 17 and 21 May every evening at 7pm exclusively on the Uber Eats app and the promotional campaign kicked off on 16 May during the OM vs Angers match during which the players wore the new OM jersey for the first time.
The campaign was spearheaded by an offbeat, hero film featuring five star OM players, the pizzaiolo de la Bonne Mère and Mo/Ismael Kebe (one of the delivery stars of the new Uber Eats campaign) and Dimitri Payet who convinces Mo of the benefits of the distinctly ‘Marseille character’ of the new recipe for caviar pizza.
The film ran across the brand and club digital and social channels and was supported by a large-scale digital media plan.
In addition to the lead online video, a print promotional strand featuring five player images also runs across local media and the brand and club’s social networks.
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