Uber Eats closed a sponsor deal with Disaster Chefs back on February but it wasn’t the only one, it shared this space with multiple brands. The program has millions of young viewers that don’t connect with the traditional way of advertising so the brand challenged us to bring an idea that engaged that target in an inmersive and Uber Eats related way. In a platform where content is the number one priority, how does a brand show that is the go to delivery service

for the new generation.

Disaster DeLIVEry is the first order that goes live from a cooking show on Twitch directly to users at home. Streamers cooked these “delicious” meals that brave users could order through our app in real-time. Every step was streamed: cooking, serving, carrying, delivering and obviously tasting, getting priceless reactions from fans. We went from sponsoring online content to becoming part of it, erasing, with undercooked pasta and a burned aubergine, the barrier between online and off-line that separates streamers from their fans.

Uber Eats is one of the latest to join the Spanish delivery market, but also the fastest growing one. With the young audience as one of the key points to consolidate in our country, content creators are the window to reach them in a relevant way. We’re not the only brand with presence in this world, so our approach was to make something that connects deeply with inner truths of this target market. Fandom behind content creators is one of the most loyal, to the point that they won’t think twice when ordering a dish made by their favorite streamer, even if that dish is awful. Receiving something your idol has cooked is a once in a lifetime opportunity that strengthens the bond between the user and the streamer.

In the days leading up to the final we opened the Disaster Chefs Restaurant on Uber Eats app making users in Barcelona able to pre-order the dishes. We worked together with the production team of the cooking show to set up the live streaming of the rider’s entire journey from the kitchen of the program to our winners’ homes and crafted different styles of packaging adaptable to the variety oof possible meals. During the program we selected the lucky users that were going to receive the real meals and waited until the dish was cooked by the streamers and packed for the riders to pick them up and deliver them. Cameras followed them to the houses, allowing the 2.6 million viewers to see the whole process and the 6 users at home who were able to have a meal cooked by their favourite celebrity.

With only 6 poorly cooked meals, we obtained more than 12 thousand orders in Barcelona and increased the new registration by 510%, making it the most requested restaurant in the country that night. We reached more than 53 million users, not only in Spain but in every Spanish speaking country (Argentina, México, Colombia, Chile, Uruguay, U.S.A.) combining the original stream with hundreds of live reactions on Twitch and youtube recaps after the final program.

Chequear bien data para encontrar verdades.