DoorDash received 8 million entries to its ambitious Super Bowl sweepstakes offering one person an item from every ad that ran during the Big Game. Now that a winner is flaunting their prizes, the brand’s challenge is to keep the momentum going as it positions itself as more than a food delivery service.
Speaking at ADWEEK’s Commerceweek event on Wednesday, DoorDash chief marketing officer Kofi Amoo-Gottfried revealed that the brand collected customer data through the emails that people used to enter the sweepstakes. But that was never the end goal.
“It was how to get people to think about us as more than restaurants,” he said.
For DoorDash’s ambitious Super Bowl campaign by agency Wieden+Kennedy, it unveiled a promo code during its commercial that stretched into a massive string of dashed-together words. The person who pieced it together was a man from San Antonio, Texas, going by the name of Jonathan H., who won half a million dollars’ worth of prizes, including a Booking.com vacation worth $20,000, a BMW electric vehicle, a $50,000 house down payment and a 30-pound bucket of mayonnaise.
For the brand, the story doesn’t end there. The brand plans to follow up with entrants through tactics such as email marketing and offers that will “get them to come back” to DoorDash, Amoo-Gottfried said.
Immediately after the Super Bowl, DoorDash ran a Valentine’s Day campaign created by agency Gut encouraging people to buy flowers for men, who rarely receive them.
The pressure of marketing around two events back to back was immense, but this was part of DoorDash’s strategy to “leverage key consumer moments” and get people to think of the brand as a company that can improve their lives, said Amoo-Gottfried. For example, DoorDash can help relationships by being the place to score last-minute flowers on Valentine’s Day, or improve a summer day by offering the perfect beverage accompaniment for grilling—and so on.
