Just Eat leveraged its sponsorship of the Professional Darts Corporation (PDC) through a campaign called ‘The Perfect Delivery’ based around the idea that both the sport of darts and Just Eat deliveries require dedication, precision and skill.
The campaign brief was straightforward and direct: make darts fans think of Just Eat for all their takeaway needs and the objective behind the initiative was to drive awareness of Just Eat and directly drive orders from PDC event attendees.
The campaign’s core creative asset was a 60-second film played on the giant on-stage screens at PDC tournament.
The video was also amplified organically across digital and social channels (with some darts pun copy ‘Oooonnnee hunnndreeed and tasty’).
Oooonnnee hunnndreeed and tasty!#WHDarts@OfficialPDC @JohnMcDonald_MC pic.twitter.com/2HOyuv22Bz
— Just Eat UK (@JustEatUK) December 17, 2018
As well as the on-site and online video activation strand, an experiential element of the campaign saw a giant velcro darts-board built at PDC events which offered fans a chance to try their hand at ‘fun food darts’ by throwing felt burgers, chicken legs and hotdogs.
The campaign kicked off at the PDC’s William Hill World Darts Championship at Alexandra Palace, London (which ran from 14 December 2018 to 1 January 2019) and then will run at all future PDC events through the year up until December 2019.
The campaign was developed for Just Eat head of PR and events Clara Biu by a team from specialist sport and entertainment agency Dark Horses.
Comment:
Simple, direct and fun – bullseye!
It was back in February 2017 that Just Eat first announced its new sponsorship with the PDC.
Initially this was a one-year partnership that was then extended into 2018/19.
The tie-up sees Just Eat’s branding displayed on stage at PDC events through the darts season, it also sees the food delivery service offer a range of special offers for darts fans, offer fans and customers a chance to win event tickets, plus the brand will run a series of supporter-focused activities at tournaments – including product sampling.
The original partnership PR launch event to announce the partnership was announced at London’s Horseshoe pub – an iconic, legendary darts venue – and was attended by a strong line up of darts stars including Michael van Gerwen, Raymond van Barneveld and James Wade.
“Darts is a mass appeal sport and Just Eat is a mass appeal brand,” explained Just Eat marketing director Ben Carter.
“This year alone we’ll be involved in 25 events in front of 300,000 fans and millions watching on TV, so partnering with the PDC gives Just Eat the opportunity to engage with new audiences and activate our brand across the country.”
Links:
Just Eat
http://www.youtube.com/user/TVjusteat
http://www.facebook.com/justeat
http://www.twitter.com/justeatuk
http://www.instagram.com/justeatuk
PDC
https://twitter.com/OfficialPDC
https://www.facebook.com/OfficialPDC
https://www.instagram.com/officialpdc/
https://www.youtube.com/officialpdc
Dark Horses
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