DoorDash: DoorDash All The Ads

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: by delivering every product advertised during the Super Bowl broadcast to one lucky winner. But a sweepstakes wouldn’t be enough.

To really stand out, we needed to create genuine hype and excitement among consumers for two whole weeks before the game. Giving people constant new news, a sense of the size of the prize, and a reason to stay engaged.

To do this, we created an entire ecosystem that included a teaser film, full-blown social effort, influencer campaign (shoutout to Lonnie IIV), and yes, even a commercial that aired during the Super Bowl itself. Viewers could follow along as the campaign evolved in real-time. As brands announced their Super Bowl ads, their products were added as prizes to a DoorDash cart on a custom-made website. Of course, not all ads were announced in advance and some prizes had to be added live during the game as ads aired on television.

And then, 76 ads into the game, the DoorDash commercial aired and included a promo code that viewers had to correctly enter into the website in order to win. It was a simple call to action with a not so simple twist: the promo code had a whopping 1,813 characters and was a roller coaster VFX ride orchestrated by director Mike Diva.

The internet did their thing and solved the code in under an hour. People got so into it that some tried turning a profit by selling the code and some missed the nail-biter, final minutes of the game trying to solve it.