For its contest, DoorDash teams up with brands advertising on Super Bowl
With its Super Bowl campaign, DoorDash has taken a unique approach in engaging with its fans through a giveaway for the Super Bowl.
To demonstrate the breadth of items available through its platform, DoorDash announced a unique sweepstakes during the Super Bowl on Sunday as it is giving away products from brands that are advertising on the big game. In order to highlight the diverse range of products and services available through DoorDash, one lucky winner will be given a collection of items advertised throughout the game.
In order to execute the Big Game concept, DoorDash partnered with brands like Popeyes, Doritos, Dove, and Kia, according to Jennifer Richardi, DoorDash’s Head of Consumer Brand Marketing. In keeping with a broader industry trend, advertisers are increasingly collaborating to enhance engagement and amplify messages through the collaborative ecosystem, which fosters engagement among collective fan bases.
“From idea to execution, it’s a behemoth of an undertaking, but that’s true of most remarkable ideas,” said Richardi. “Being a part of something that’s not been done is a true honor, and we’ve been tremendously lucky in the sense that everyone who has touched this activation has been in it together, operating with a great deal of shared trust.” No financial agreement has been disclosed between DoorDash and its brands participating in the campaign.
Richardi said viewers are encouraged to visit its website on the day of the event to stay informed about the ongoing sweepstakes. If someone misses a commercial during the game, they can still participate and engage with the sweepstakes through its social media channels, ensuring inclusivity and accessibility for all participants who want to enter. The winner will be announced after the conclusion of the Super Bowl
As part of the ongoing campaign within the new brand platform ‘Your Door to More,’ which was launched earlier this year, the contest serves to extend the campaign. This initiative aims to enhance the platform’s versatility and accessibility by promoting items such as fresh flowers, groceries, household essentials, and more that can be delivered. With this campaign, DoorDash intends to emphasize its role as a comprehensive solution for a variety of daily needs, aligning with its brand identity.
Tostitos, M&M’s, Jack in the Box, and other brands are engaging football fans during the Super Bowl with innovative activations and advertisements. As previously reported on AdBuzzDaily, these brands are capitalizing on the massive viewership of the Super Bowl to create interactive experiences featuring their products.
“For ideas to generate excitement and stand out in Super Bowl ad campaigns, they have to be buzzworthy,” said Todd Cohen, Vice President of National Video/CTV Strategy at Undertone by Perion. “This year, DoorDash is giving away products that are advertised in other Super Bowl ads, with a wildcard of not knowing which they could get.”
