Grubhub Brand Activations

Delivery X

Grubhub’s April Fools’ Day campaign introduced a new way to get delivery — a way that broke the mold of other tech-forward alternatives from Grubhub’s competitors.

Instead of relying on slow, error-ridden robots to deliver food, Delivery X employs a fleet of parkour runners, skateboarders and BMX riders to deliver food faster than ever before.

Props: Adweek’s Best Brand Hoaxes

My role: Lead writer in concept and execution across OLV, blog, email, and social.

Grubhub Sound Bites

Grubhub Sound Bites was an ongoing virtual concert series that invited people to bring their takeout to the show.

Each virtual concert was an opportunity to support new artists, raise money for new charities, and to better connect and relate with our customers.

Lupe Fiasco and UMI Sound Bites:

In the wake of the pandemic, this Sound Bites focused support and engagement around Black-owned restaurants through a partnership with World Central Kitchen.

During this show, Grubhub donated $1 to for every comment up to $100,000 to World Central Kitchen, and our viewers did not disappoint.

My role: Lead writer in concept and execution across email and social.

Results

  • 1.8M total viewers for the livestream (2.3M for the whole program), nearly doubling our benchmark.

  •  71,644 comments in the livestream chats with 310 comments a minute coming in (3x more than our previous Sounds bites), with predominantly positive sentiment.

  • We received 43,077 Grubhub orders (+176% increase in orders from the last show)

    • Of these orders 2,440 were new diners (+306% increase to our last show.

  • 95% of surveyed users were satisfied with Sound Bites; 61% of attendees feel more inclined to order from GH following the show, and 59% believe Grubhub provides more value than our competition.

  • 82% of those surveyed said the donation to WCK made attendees think favorably of the Grubhub brand

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