DOORDASH ALL THE ADS
DoorDash wanted a Super Bowl campaign that would dominate conversation and drive massive app engagement. The brand needed to cut through the intense advertising clutter, differentiating itself from competitors. The challenge was to create an unforgettable stunt that resonated with a broad audience of Super Bowl viewers, generating significant buzz and new user acquisition. They sought a creative idea that leveraged the entire event for maximum impact and shareability.
Creative Idea
DoorDash offered prizes from every Super Bowl ad through one promo code.
Doordash's Super Bowl campaign offered a prize from every brand advertised, using a long promo code as a marketing stunt.
Creative Strategy Deconstructed
Company
DoorDash possesses a massive logistics infrastructure and a high-traffic digital platform capable of delivering virtually any consumer product, not just restaurant food. They have the operational scale to act as the delivery layer for every other brand in the market.
Category
Super Bowl advertising is typically a fragmented battle for attention where brands spend millions on isolated, 30-second celebrity spots. These ads compete against each other in a zero-sum game for viewer recall and social media buzz.
Customer
Viewers often experience 'ad fatigue' during the game's commercial breaks but remain highly motivated by extreme value and interactive second-screen experiences. They crave a reason to pay close attention to the commercials rather than tuning them out.
Culture
The Super Bowl is the pinnacle of consumerist culture where brands battle for 'top of mind' status. DoorDash capitalized on this by turning the entire broadcast into a gamified scavenger hunt, tapping into the 'everything app' zeitgeist.
Company
DoorDash possesses a massive logistics infrastructure and a high-traffic digital platform capable of delivering virtually any consumer product, not just restaurant food. They have the operational scale to act as the delivery layer for every other brand in the market.
Category
Super Bowl advertising is typically a fragmented battle for attention where brands spend millions on isolated, 30-second celebrity spots. These ads compete against each other in a zero-sum game for viewer recall and social media buzz.
Strategy:
Turn every Super Bowl ad into a DoorDash ad to demonstrate their deliver-anything capability through high-stakes gamification.
Customer
Viewers often experience 'ad fatigue' during the game's commercial breaks but remain highly motivated by extreme value and interactive second-screen experiences. They crave a reason to pay close attention to the commercials rather than tuning them out.
Culture
The Super Bowl is the pinnacle of consumerist culture where brands battle for 'top of mind' status. DoorDash capitalized on this by turning the entire broadcast into a gamified scavenger hunt, tapping into the 'everything app' zeitgeist.
Strategy:
Turn every Super Bowl ad into a DoorDash ad to demonstrate their deliver-anything capability through high-stakes gamification.
Strategy Technique
Hijack a Moment
DoorDash strategically leveraged the Super Bowl's massive advertising moment. By making their campaign about all other ads, they dominated conversation and engagement.
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Creative Technique
Hijack the Medium
DoorDash turned the entire Super Bowl advertising landscape into its own campaign. By offering prizes from every advertised brand, it forced viewers to engage with the medium itself.
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