Our campaign developed an influencer strategy to create a world where winning the Super Bowl was possible not only for the two teams on the field one lucky person determined enough to solve and enter our ad’s 1,813-character long promo code. We needed to create hype and FOMO around the journey from ad to microsite. So, we deployed some DoorDash-loving influencers to anchor the campaign with enticing reports on the cart’s unbelievable prizes and scale. Their pre-game and gameday content sent the internet into a code-solving frenzy, hijacking attention from celebrities and other brands to redirect it to @DoorDash.

The delivery service landscape is cluttered and undifferentiated - which is a damn big problem when your business relies on being the first app people open when they need something. Competitors have relied on celebrities and huge media spend to create awareness. But DoorDash needed a smarter, more sustainable strategy. In addition, DoorDash was known primarily for restaurant delivery. But to drive the business it needed to grow beyond this into grocery, convenience, health, and beyond.

Super Bowl commercials are an American cultural institution, with huge emphasis placed on their entertainment value and memorability. But they’re also the most cluttered advertising space in the world. With huge budgets and huge creative brain power pointed at winning this single moment in time. We realized that entertaining people for 30 seconds in the Super Bowl wasn’t enough. That we needed to engage with them for the two weeks leading up to the game and beyond.

The world knows DoorDash for restaurant delivery, but in order to grow their business, they needed to expand to new categories. With their new brand platform, Your Door to More, we wanted to showcase their ability to deliver just about anything. And to ensure the brand would be top of mind for more than just food, we needed a high-octane way to launch this new positioning on social.

We had two main objectives. First, we needed a memorable, engaging way to show consumers DoorDash delivers seemingly anything. Second, we needed to keep the internet talking about DoorDash, non-stop. And we would need to accomplish both of those tasks during a time when the world’s best-class brands are all vying for attention with star-studded casts.

The campaign’s priority platforms—TikTok, Instagram, and X—play different roles in peoples’ lives, so we leaned into their respective functions to get the word out about our ad, prize cart, and DoorDash-All-The-Ads.com.

Because TikTok and Instagram thrive on short-form video content, we casted a crew of trusted influencers to create fomo-inducing content around the Prize Cart. Our lead influencer, aka Dashspondent, provided real-time reports on new prizes and helped the internet unravel the 1,813-character long code on TikTok and Instagram Live after our spot aired.

We used X to exchange quippy banter with 20 partner brands as their products were added to our cart. And we communicated the cart’s growing scale in real-time through an X thread.

We wanted to hijack Super Bowl social conversation and redirect attention to DoorDash’s campaign with our Dashspondent, Subculture influencers, and Prize Cart X thread. The data told us when we needed to show up—the conversation surrounding commercial hype picked up about three weeks before Super Bowl Sunday, and reactions peaked in the first half of the game.

We activated a three phase approach to get people familiar with Door-Dash-All-The-Ads across TikTok, Instagram, and X. Phase one, our Dashspondent and influencers updated fans on the growing prize cart and got them day-dreaming of being the second big game winner on TikTok and Instagram. Phase two, @DoorDash created fomo by participating in real-time conversations redirecting attention back to DoorDash on X, Reddit, TikTok and Instagram. And phase three, showed receipts across channels that DoorDash stayed true to their promise to deliver all the ads to one lucky person.

We built a world that showcased DoorDash-All-The-Ads on every platform between the film and microsite to hype the internet and drive sweeps participation. Using a three phase approach to get people familiar with Door-Dash-All-The-Ads across TikTok, Instagram, and X.

Phase one, our Dashspondent and influencers updated fans on the growing prize cart and got them day-dreaming of being the second big game winner on TikTok and Instagram. Phase two, @DoorDash created fomo by participating in real-time conversations redirecting attention back to DoorDash on X, Reddit, TikTok, and Instagram. And phase three, showed receipts across channels that DoorDash stayed true to their promise to deliver all the ads to one lucky person.

Using industry standards and comparable Super Bowl case studies, we developed benchmarks for our efforts and the campaign delivered: earned impressions beat our targets by 200%, earned social impressions by 150%, and influencer impressions surpassed targets by 1250%:

- 149.5MM Influencer Impressions

- 8MM+ Submissions

- 30.2K Social Mentions

- 23K Follower Increase Across Platforms

- 20+ Brands Participated

But the most impressive results were the UGC:

- People reacted to the length of the code

- Participants shared their entry receipt

- People adapted the dashed code format to their own post copy

- In less than an hour people leaked the code on Reddit and Twitter

- Many people missed the game’s overtime because they were trying to decipher the code