DoorDash is renowned for restaurant delivery, but not for the millions of other items it offers.

To truly change how people saw the brand, DoorDash needed a huge, exciting way to launch its new positioning: not just telling people but showcasing its ability to deliver just about anything.

This campaign had two main objectives.

First, it needed to show consumers that DoorDash delivered more than just food, in a memorable, engaging way.

Second, it needed to increase buzz and conversation around the brand’s ability to deliver pretty much anything.

And both of those tasks needed to be accomplished during TV’s most competitive night.

The idea was breathtakingly simple: DoorDash would deliver all the products advertised in the Super Bowl.

But it was also breathtakingly audacious.

Delivering everything advertised during the Super Bowl required rethinking brand partnerships, rethinking promotions, rethinking direct response, rethinking real time social, rethinking what a Super Bowl campaign should look like and how a Super Bowl advertiser should act.

Our strategy was to hijack Super Bowl social conversation and redirect attention to DoorDash’s campaign with our Dashspondent, Subculture influencers, and reactive moments. The data told us when we needed to show up – conversation surrounding commercial hype picked up about 3 weeks ahead of Super Bowl Sunday and reactions peaked in the first half.

On game day, our Dashspondent updated fans on the growing prize cart and reminded them that they could be the second big game-winner, with our subculture influencers leaving comments to ignite participation. We jumped into real-time conversations and redirected attention back to DoorDash through a live pinned tweet that added an item from every single ad to our DoorDash cart. In the fourth quarter, at the two-minute mark, our ad aired, and we drove sweeps participation through a live code stream on TikTok and Instagram.

Two weeks before the game, we launched our campaign with an announcement film explaining

the idea, and created an always-on ecosystem to drive anticipation of what DoorDash would deliver.

“The cart” - a running record of the prize - was placed everywhere from influencer films to OOH, to partner social handles.

As part of our social effort, we identified key subcultures, like snacks and cars, and tapped relevant influencers to help amplify the campaign, alongside our very own correspondent, the Dashspondent.

Every time brands announced their ad, we added it to our prize. As the prize grew, so did the conversation, audience, and anticipation for our ad on gameday.

On gameday, we placed our ad strategically in the fourth quarter, allowing DoorDash to intercept every brand conversation as ads were released and discussed.

Before Super Bowl weekend, DoorDash had already amassed over 8 billion earned impressions.

National TV morning shows and local news were all talking about DoorDash delivering the Super Bowl, putting us in the top 10 of most discussed brands pre-game (and the only top 10 brand without a celebrity).

When our Super Bowl ad launched, social media flooded with thousands of solvers and memes: one Reddit thread reached over 2.3K comments, and some even tried selling the code.

By the time the sweepstakes closed at midnight, it had over 8 million submissions.

With 11.9B earned impressions, the campaign blew our benchmarks out of the water: overall earned impressions beat our targets by 200%, earned social mentions by 150%, and influencer impressions surpassed targets by 1,250%.

Not only helping change perceptions of DoorDash, but changing the way people think about Super Bowl campaigns forever.