This sweepstakes transformed the way people think of and relate to DoorDash–from simply a food delivery service, to a brand that can deliver whatever consumers need, whenever they need it.

Starting two weeks in advance, the campaign subverted every aspect of the Super Bowl experience, across film, earned and paid social, PR, OOH, and more. By hijacking other brands’ Super Bowl announcements and using different channels strategically, DoorDash engaged multiple audiences and subcultures, creating waves of hype, anticipation, and participation for the sweepstakes.

DoorDash is an app synonymous with restaurant delivery. But the category has grown increasingly crowded, and way less differentiated. Their competitors offer many of the same things: restaurants and grocery, delivered. DoorDash needed a way to stand out from the competition, and a fresh, future-proofed take on how to think about their business.

They knew that with their business model, they offered so much more than simply food–they could connect consumers with whatever they needed, whenever they needed it. By leveraging their data and their deep understanding of human behavior, they could anticipate or answer seemingly every need or want. Transforming the brand from simply a delivery service, to a 24/7 life assistant. And they needed a high-octane way to change people’s perceptions of the brand. Where better than the Super Bowl, America’s biggest cultural moment?

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.

During the Super Bowl, DoorDash set out to prove it could deliver pretty much anything in the most audacious way possible: by delivering products from all the other Super Bowl ads, all to one lucky winner. By hijacking other brand’s ads, they could hijack the Super Bowl itself. As other brands aired Super Bowl commercials, DoorDash added their advertised product into an epic online cart in real-time. All the ads meant all the ads: multiple cars, 60 lbs of mayo, and even a gift card to their biggest competitor–Uber Eats.

When DoorDash’s spot aired, they revealed a special promo code for one person to win it all. The promo code was incredibly long, featuring the names of brands and items DoorDash could deliver, and viewers would need to enter it at doordash-all-the-ads.com. They wouldn’t just watch it once–they’d rewind and replay to get it right and enter the sweepstakes.

To stand out during the Super Bowl, we couldn’t just tell America that DoorDash delivers basically anything. We had to go a step further and prove it out: by delivering every product advertised during the Super Bowl broadcast, to one lucky winner via a promo code. Just a sweepstakes wouldn’t be enough to stick in viewers’ minds–we needed a creative way to showcase the app’s range. So we subverted one of the most recognizable parts of the ecommerce world: the promo code.

To enter the sweepstakes, viewers would need to write out a code that featured a range of things DoorDash would deliver, beyond just restaurants. We turned a simple promo code into a list that many consumers would cement in their memory by writing it over and over again.

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

the sweepstakes, 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 strategy, we identified key subcultures, like snacks and cars, and tapped relevant influencers to help amplify the sweepstakes, alongside our lead influencer, the DoorDash correspondent, or Dashspondent.

Every time brands announced their ad, we added it to our prize. As the cart 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.

At every step we emphasized that to enter, people would need to visit www.doordash-all-the-ads.com.

To win the Super Bowl, we needed to stoke excitement on social, get America talking, and get consumers engaging with our microsite to crack the code.

Well, this campaign delivered. Social media flooded with thousands of solvers and memes: one Reddit thread reached over 2.3K comments, and some even tried selling the code. The average microsite visitor spent two minutes engaging on the site to enter the promo code, twice the benchmark.

In the end, the ad had over 117 million viewers, and many were so focused on DoorDash delivering all the ads, they missed the conclusion of the most-viewed Super Bowl game in history. By the time the sweepstakes closed at midnight, it had 8+ million entries, and the engagement and excitement continued for days post-game. Overall earned impressions beat our targets by 200%, earned social mentions by 150%, and influencer impressions surpassed targets by 1250%.