More Than Everything, Door Delivered!

DoorDash is a leading on-demand delivery platform operating primarily in the US. It connects consumers with their favorite local and national businesses.

Founded in 2013, the brand began as a food delivery service, later expanding into groceries, household essentials, and a wide range of retail products.?Doordash caters to the urban and suburban areas where demand for on-demand delivery services is high, by adapting to various consumer needs and local market dynamics.

Known for its convenience, DoorDash is a trusted brand in the delivery industry, which empowers customers to access what they need, quickly and reliably, while also helping merchants grow their reach.?Hence the brand holds significant brand value as a pioneer in redefining convenience for modern consumers, embodying innovation, adaptability, and strong customer service.

Early 2024, DoorDash sought to cement its ‘more than a food delivery service’ position during the Super Bowl LVIII, by showcasing its ability to deliver anything.?

Problem & Challenge

The Super Bowl ad space is fiercely competitive. Brands strive for attention in an over-saturated environment.

Within this scenario, DoorDash faced two critical challenges:

1. Breaking Through the Noise: With 76 brands advertising during the game, DoorDash needed a concept that stood out big and bold.
2. Changing Perceptions: The campaign had to reposition DoorDash as a comprehensive delivery service while keeping the core audience engaged.

Consumer Insights & Realities

• In the US, the Super Bowl is like a cultural phenomenon. Viewers anticipate commercials almost as much as the game itself, creating an opportunity to engage on a massive scale.
• Over the years consumers have intensely desired interactivity and have increasingly valued campaigns that provide participatory experiences.?
• Modern audiences appreciate campaigns that are relevant, unfold dynamically and incorporate real-world elements, in real-time.

Creative Strategy & Solution

Partnering with its advertising agency, DoorDash capitalized on the insights by turning the Super Bowl into a live, interactive demonstration of its capabilities.?

The campaign promised to deliver every product advertised during the Super Bowl to one lucky winner, showcasing DoorDash’s logistical prowess. This was achieved through the following elements:

• Teaser Film and Social Engagement: Built anticipation weeks before the event.
• Custom Website: Featured a growing cart as new brands revealed their Super Bowl ads, highlighting the scale of the prizes.
• Super Bowl Spot: A humorous commercial narrated by Laurence Fishburne unveiled the sweepstakes. The ad included a comically long website URL with the word "dash" repeated, challenging viewers to enter it and participate.
• Influencer Collaboration: Leveraged social influencers like Lonnie IIV to amplify the campaign.
• Real-Time Evolution: The campaign adapted dynamically during the game, adding prizes as new ads aired.

Results Achieved & ROI

The campaign was an unequivocal success, achieving significant milestones. In terms of engagement, the campaign generated immense consumer participation with the promotional codes.

• 11.9 billion impressions
• 8 million submissions
• 111.7 million influencer videos
• 258 million earned social impressions
• 457% increase in engagement volume across social platforms
• 2468 items distributed as prizes
• 76 brands participated

The campaign also boosted app downloads, increased order volumes, and reinforced DoorDash's brand positioning as a universal delivery platform.

Legacy of the Campaign

DoorDash’s "All the Ads" campaign wasn’t just a Super Bowl moment - it’s a case study of creating cultural relevance through innovative marketing. It demonstrated the power of turning a traditional product demonstration into a thrilling, real-time consumer experience.?

DoorDash set a new benchmark for interactive advertising by challenging norms and seamlessly integrating entertainment with utility. The campaign is an inspiration for marketers, which illustrates the potential of creativity and boldness in driving brand narratives and engaging audiences.