Doing things proper is the core ethos over at Yorkshire Tea, so when they decided to team up with Deliveroo to run a one-day tea delivery campaign around Leeds and London, who better to get as couriers than Alistair and Jonny Brownlee.
Whilst the pedal-power of World and Olympic Champion triathletes guaranteed swift tea delivery for their customers, they also needed a live social campaign to both create awareness and drive engagement throughout the day.
Read more below to find out how we combined live, pre-recorded and interactive elements across multiple digital platforms to produce a gold medal winning result…
How we did it
We knew that the key to a successful campaign would involve keeping people interested and engaged across the 3 hour delivery window. Our solution was to build a controllable Facebook Live interface, populated with a running scoreboard of teas delivered, brand related competitions and video highlights captured by our guys on the ground.
Making the edit
Interviews and deliveries were filmed on-location, whilst head and bike-mounted GoPros recorded the action as the brothers weaved their way through the streets of Leeds and London.
Video was then uploaded to HQ to be cut, edited and dropped into the live feed, giving viewers a direct insight into the activity.
Watch the video
Yorkshire Tea deliverbrew with the Brownlee brothers
It was the greatest tea delivery race of all time! With Jonny Brownlee in Leeds vs Alistair Brownlee in London and nearly 1000 freshly-made brews waiting to be couriered to thirsty tea fans, here's how the Yorkshire Tea deliverbrew action went down.Posted by Yorkshire Tea on Friday, June 16, 2017
Due to the nature of the Deliverbrew campaign we needed an approach which was considerably more dynamic than our previous Facebook Live videos. We achieved this by building a control panel to edit content which was then connected in real-time to the live stream using Socket.io. This allowed our director to make decisions on the fly as content became available as well as communicate directly with the audience for greater engagement.
- 16,802 Live views
- 70,501 Live reach
- 974 Teas delivered