Cyclones and Coupons: Deliveroo’s Freshers Takeover
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Deliveroo Spins Up a Nationwide Storm at Freshers Fairs
Deliveroo partnered with BAM to launch a 66-location freshers fair tour across the UK and Ireland, designed to generate maximum brand visibility and student engagement. From Dundee to Exeter, the goal was clear—make Deliveroo unmissable during the university welcome period and drive meaningful connections with a new generation of student customers. BAM developed an immersive campaign that would create noise, capture data, and give students a reason to interact with the brand.
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The Roo Cyclone: A Head-Turning Experience
At the heart of the campaign was the Roo Cyclone, a custom-built, eye-catching activation where students stepped into a wind chamber to catch branded green balls while avoiding red ones. Scoring big—or grabbing the elusive Golden Ball—entered them into a grand prize draw for a New Year’s Eve trip to New York. BAM also developed the “Spin the Roo” app, a gamified mobile experience that determined who could enter the Cyclone. This combo of physical and digital interaction delivered fun, competitive energy that captured the attention of entire campuses.
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Massive Reach, Seamless Execution
Across the tour, over 42,000 students signed up to Deliveroo, with 5,000+ gaining entry to the Roo Cyclone. The activation became a crowd magnet—drawing students and bystanders who filmed and shared the experience on social media, helping Deliveroo’s campaign gain traction well beyond the stand. BAM oversaw end-to-end campaign execution, including location planning, production of five Roo Cyclone machines, app development, branded merchandise, promo code generation, and full logistical coordination across seven regional hubs.
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A Campaign That Delivered Across Every Touchpoint
From tech development and nationwide logistics to on-site engagement and prize fulfilment, BAM’s execution allowed Deliveroo to stand out in a crowded freshers landscape. The Cyclone didn’t just deliver impressions—it delivered conversions, brand love, and tangible buzz. One lucky winner jetted off to New York for New Year’s Eve, and thousands more walked away with exclusive offers, promo codes, and unforgettable brand interaction. This was more than a sampling tour—it was a full-on brand takeover with real results.
