What’s Subsequent for DoorDash After Epic Tremendous Bowl Sweepstakes

DoorDash acquired 8 million entries to its bold Tremendous Bowl sweepstakes providing one individual an merchandise from each advert that ran in the course of the Large Sport. Now {that a} winner is flaunting their prizes, the model’s problem is to maintain the momentum going because it positions itself as greater than a meals supply service. 

Talking at ADWEEK’s Commerceweek occasion on Wednesday, DoorDash chief advertising officer Kofi Amoo-Gottfried revealed that the model collected buyer information by means of the emails that individuals used to enter the sweepstakes. However that was by no means the top aim. 

“It was how you can get folks to consider us as greater than eating places,” he stated. 

For DoorDash’s bold Tremendous Bowl marketing campaign by company Wieden+Kennedy, it unveiled a promo code throughout its business that stretched into a large string of dashed-together phrases. The one who pieced it collectively was a person from San Antonio, Texas, going by the title of Jonathan H., who received half one million {dollars}’ price of prizes, together with a Reserving.com trip price $20,000, a BMW electrical car, a $50,000 home down fee and a 30-pound bucket of mayonnaise. 

For the model, the story doesn’t finish there. The model plans to observe up with entrants by means of ways comparable to electronic mail advertising and provides that can “get them to return again” to DoorDash, Amoo-Gottfried stated. 

Instantly after the Tremendous Bowl, DoorDash ran a Valentine’s Day marketing campaign created by company Intestine encouraging folks to purchase flowers for males, who hardly ever obtain them.

The strain of promoting round two occasions again to again was immense, however this was a part of DoorDash’s technique to “leverage key shopper moments” and get folks to think about the model as an organization that may enhance their lives, stated Amoo-Gottfried. For instance, DoorDash will help relationships by being the place to attain last-minute flowers on Valentine’s Day, or enhance a summer time day by providing the right beverage accompaniment for grilling—and so forth.