On yesterday’s edition of Adweek Presents: The Way Forward, Adweek’s editor and svp, programming, Lisa Granatstein, welcomed the NFL’s Tim Ellis and DoorDash’s Kofi Amoo-Gottfriend as they shared how their organizations are forging the way forward. Adweek Pro Members, watch the episode below, and keep reading for key takeaways. Not an Adweek Pro member? Take advantage of the special offer below and don’t miss this amazing video series. And for the next edition of Adweek Presents: The Way Forward, Granatstein speaks with WW International CEO Mindy Grossman and PepsiCo CMO Greg Lyons, who share how their organizations are forging the way forward. You can register for the member exclusive livestream, airing May 13 at 3 p.m. ET, here.
The NFL is sticking with its strategies, but adapting
First, Granatstein talked with NFL chief marketing officer Tim Ellis on the #StayHomeStayStrong campaign, how the draft is directly benefiting Covid-19 relief efforts and what’s next for the NFL and football.
Plans to hold the 2020 NFL Draft in Vegas were scrapped 38 days before it was scheduled to kick off, and the league pivoted to a virtual approach. Thanks to a preexisting push toward a “helmets off” strategy aimed at humanizing players and providing an authentic glimpse into their lives, Ellis said the pivot went smoothly. From Bill Belichick and his dog to players with their kids, the draft ended up cultivating that highly personal touch organically. As a result, the draft saw record-breaking viewership in excess of 55 million, and the NFL and its partners raised over $100 million for covid-19 relief.
Next up, the league plans to leverage its preexisting army of creators to provide players and coaches with the tech and capabilities to gather their own content and provide that to the NFL and individual teams for use in the off-season—which is only a logistical shift from its plans prior to the crisis. “It’s critical that you don’t go off strategy during these times,” Ellis said.
DoorDash shifted to empowering communities and businesses
Next, Granatstein talked with DoorDash’s vp, marketing Kofi Amoo-Gottfried who provided an insider’s view of how the platform is serving the needs of restaurants, customers, and dashers during these challenging times.
As restaurants have had to close their dining rooms, delivery has become essential to business. Gottfried said that the company’s focus has shifted to “enabling local businesses to grow, and thereby empowering the economies around them.”
Over only six days, DoorDash developed and launched a campaign called “Open for Delivery,” aimed at spotlighting local restaurants, connecting them with consumers, and demonstrating that ordering from them is safe. “As a category and as a company, Doordash has become a utility in these times,” Amoo-Gottfried said. “The fundamental question we ask ourselves is ‘how can we help?’”
Amoo-Gottfried said that the company has made no-contact delivery the default and accelerated plans to move into delivery for more convenience items and groceries to support consumers. “We’re open to doing things so long as we believe they add value for merchants, create opportunities for dashers and solve a problem for consumers,” he said.