DoorDash is taking an unprecedented approach to its Super Bowl ad this year, introducing a 30-second spot with an enticing sweepstakes that offers viewers the chance to win every single product advertised during the championship game, including a vast array of items from a 30-pound tub of mayonnaise to a BMW vehicle.
Given the Super Bowl’s status as advertising’s premier annual event, with approximately 60 to 70 advertisers vying for attention from over 100 million viewers, DoorDash’s sweepstakes strategy stands out. Notably, advertisers are shelling out $7 million for a mere 30 seconds of airtime during the game.
What makes DoorDash’s approach distinctive is that it hinges on leveraging other marketers’ messages, assuring viewers they can win everything showcased during the February 11 game. The lineup of advertisers includes prominent names like BMW, Doritos, Dove, Kia, M&M, Popeyes, and Volkswagen.
Doordash (Credits: SuperBowl-Ads.com)
A teaser for the sweepstakes suggests that participants could win “all the snacks” and “every automobile” featured in the game, among other products. Beyond being an attention-grabbing tactic, the sweepstakes aligns with DoorDash’s core service of delivering products directly to consumers’ doors.
Kofi Amoo-Gottfried, DoorDash’s Chief Marketing Officer, explained that the campaign serves as a starting point for a broader discussion, intending to reevaluate DoorDash’s brand perception. The underlying message emphasizes DoorDash’s evolution beyond just restaurant deliveries.
DoorDash estimates the total value of the products and services offered in the contest at $480,000, although Amoo-Gottfried indicated that the actual value could be higher, given that advertisers are still unveiling their Super Bowl plans.
Super Bowl LVIII will be broadcast live from Allegiant Stadium in Las Vegas, Nevada, on CBS, Nickelodeon, and Paramount+, and the DoorDash sweepstakes will commence after the game kicks off on February 11.
The sweepstakes is open to U.S. legal residents, and participants can enter by correctly inputting a promotional code from DoorDash’s Super Bowl ad on the sweepstakes website.
The winner will be selected on February 12 and will receive an assortment of prizes, including up to six vehicles, 1,000 Popeyes chicken wings, 24 Dove beauty bars, and various other items, excluding certain advertised products like alcohol and prescription drugs.
