• by Sarah Mahoney  @mahoney_sarah, June 18, 2024

DoorDash is kicking off its latest “Summer of Dash Pass” campaign, building on its attention-getting “Your Door To More” effort.

The company, which kicked off the platform with an “All-the-Ads” Super Bowl spot featuring the world’s longest URL, recently made the shortlist for the Dan Wieden Titanium award at the Cannes Lions International Festival of Creativity.

This summer’s giveaways run for five weeks, offering DashPass members access to savings, freebies, promotions and five once-in-a-lifetime experiences, like a trip for four to see Taylor Swift close out her Eras tour in London. There’s also a two-week around-the-world Cheesecake Factory tour that includes Beverly Hills, Mexico City, Dubai and Bangkok. And someone will land a swanky beach package at a private estate in Miami, including flights, accommodations, and a “DashPass concierge.”

Other prizes are packages to WNBA games and an inflation-buster that promises a cart full of groceries and a full tank of gas for two cars every week for a year. 

Like the Super Bowl campaign, members are entered in the sweepstakes every time they get a delivery.

Superette, DoorDash’s in-house agency, created the ads with 15- and 30-second spots directed by Harold Einstein.

The San Francisco-based company says the promotion is meant to drive home DoorDash’s versatility and affordability, with some 150,000 grocery, retail and restaurant networks,.

It says members save, on average, $5 per eligible order. This is the fifth summer DoorDash has run the promotion, with this year’s deals offering dozens of bargains like buy-one-get-one at Chipotle, waiving some delivery fees, offering free Whoppers from Burger King, and 40% off some items from Lowe’s and Petsmart.

“Summer is all about exploring new adventures, embracing spontaneity, and making unforgettable memories with loved ones,” says Prabir Adarkar, DoorDash’s president and chief operating officer, in the announcement. "Over the past five years, Summer of DashPass has led the way in helping consumers make the most of summer by offering unparalleled selection, convenience and savings.”

The Super Bowl spot, which aired in the game’s fourth quarter, earned plenty of attention, promising one lucky viewer a prize that included everything advertised on the game. The effort required dozens of partnerships with other brands, and the package included dozens of prizes, with an approximate retail value of more than $340,000. Among them: A 2024 BMW All-Electric i-5, a genuine Clydesdale saddle and 30 pounds of mayonnaise. DoorDash says the new ads are set to run on TV, online video, social and audio.