- DoorDash on Thursday (Aug. 21) launched a campaign meant to advertise a brand new rewards program and grow loyalty amongst college football fans, based on details shared with Marketing Dive.
- A 30-second spot, “Too Much Winning Energy,” features college football mascots and spotlights DoorDash Streaks, a seasonal rewards program that enables consumers who order on Saturday game days to unlock higher discounts.
- Quite a few game day activations spanning digital and in-person experience are also on deck for DoorDash. The platform’s strategy includes partnerships with college sports marketing company Learfield and 11 college programs, in addition to a season-long national tailgate tour.
DoorDash’s latest marketing effort, billed as its most integrated football campaign so far, spans digital and in-app activations, along with on-the-ground experiences. The multichannel approach could help the delivery service form a deeper connection with sports-loving consumers.
At the middle of the hassle is DoorDash Streaks, a limited-time, in-app rewards program that gives discounts to consumers who place orders on Saturdays during college football season, wich runs between Aug. 23 and Nov. 15. The more Saturdays a consumer orders, the larger the promotion gets. For example, one Saturday order will earn 30% off a future order (as much as $20 off) and five orders will unlock 50% off a future order (as much as $25 off). When a consumer hits 11 Saturday orders, they’ll earn 80% off a future order, plus $100 in bonus credits.
DoorDash Streaks aspects into the “Too Much Winning Energy” spot that sees football fans in a wide range of settings transform into their school’s mascot after racking up savings through this system. The ad, which is running on TV, streaming and social media, includes cameos from mascots like The Ohio State University’s Brutus Buckeye, University of Alabama’s Big Al, University of Georgia’s Hairy Dawg and the University of Texas at Austin’s Hook ‘Em. The creative was developed by Superette, DoorDash’s in-house studio.
DoorDash’s full-season collaboration with Learfield and 11 college football programs includes on-campus game day activations, joint student-athlete and mascot-led social media creative and a national sweepstakes. DoorDash can also be the official sponsor of the Allstate Red River Rivalry, the annual college football game between the University of Oklahoma Sooners and the University of Texas Longhorns.
Rounding out its sports marketing play, DoorDash will make appearances at among the most anticipated match-ups this season through a national tailgate tour, starting Aug. 30 when the Texas Longhorns face the Ohio State Buckeyes. During the tour, attendees can expect giveaways, photo booths and custom merchandise stations. At games on the University of Alabama and Texas, members of DoorDash’s DashPass subscription program will gain access to a DashPass Express Lane for faster entry into the stadium, a move that might help the brand boost its membership.
Other brands are ramping up their marketing ahead of football season, including Applebee’s and Bud Light, each of which have planned campaigns across the NFL.
Beyond its latest campaign, DoorDash in June teamed with celebrities Freddie Prinze Jr. and Ali Larter, known for his or her roles in “I Know What You Did Last Summer” and “Final Destination,” to parody horror classics in an appeal to budget-crunched parents. DoorDash saw revenue increase of 25% yr over yr in Q2 to $3.3 billion while total orders were up 20% to 761 million, per an earnings statement.
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