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Library/Campaign/DoorDash All the Ads
Grade B22 sourcesHIS-01713

DoorDash All the Ads

Campaign · 2024

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DoorDash reported 8 million+ code submissions for its Super Bowl prize giveaway.

Original · DoorDash / Wieden+Kennedy Portland

DoorDash

@DoorDash · Feb 14, 2024

Well, that was crazy. And fun. And a lot of ads we weren't expecting. Now we're preparing all the stuff for the winner. Looks like we're going to need more trucks. And bags. Thanks for playing DoorDash-All-The-Ads! #DoorDashAllTheAds

858217
Post · @DoorDash on X

DoorDash

@DoorDash · Feb 16, 2024

SO-REMEMBER-THAT-REALLY-LONG-PROMO-CODE-THAT-GAVE-YOU-THE-CHANCE-TO-WIN-STUFF-FROM-ALL-THE-ADS? #DoorDashAllTheAds

924326
Post · @DoorDash on X
Clip · DoorDash on YouTube
DoorDash official All the Ads campaign artwork.
DoorDash
DoorDash | DoorDash All The Ads - Teaser
DoorDash on YouTube
Official production screenshot showing the campaign landing page, promo-code field and prize cart.
Wildlife / DoorDash
Someone won every item advertised during the Super Bowl, thanks to a wild DoorDash ad
NBC Chicago / The Associated Press
Well, that was crazy. And fun. And a lot of ads we weren't expecting. Now we're preparing all the stuff for the winner. Looks like we're going to need more trucks. And bags. Thanks for playing…
@DoorDash on X
DoorDash preps delivery of literally every item advertised during the Super Bowl: 'Looks like we're going to need more trucks'
NBC Chicago / The Associated Press
DoorDash's Super Bowl Ad Wins Cannes Titanium Grand Prix
Adweek
Get Every Product Advertised During the Super Bowl Dashed to Your Door | Muse by Clios
Muse by Clios

Spread Score

How it works
Reach71Contagion35Breadth40VelocityNo data yetLongevityNo data yet52

Numbers

Campaign earned impressions; award-entry claim
11.9B
Self-reported · The One Club, Wieden+Kennedy award submission
Seed to milestone
12 days
Jan 30 ’24 to Feb 11 ’24
Platforms
6
Started on YouTube
Origin
Mixed
Retail

Mechanics

  • Mystery & lorePrimary
  • Response chain
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

DoorDash teased a giveaway of products from other Super Bowl ads. Its fourth-quarter spot revealed a long entry code, prompting collaborative decoding on Reddit and X. The campaign team reported 8 million+ submissions; a San Antonio man won the prizes.

Documented milestone; not a measured attention peak.

Feb ’24MarAprMayJunJulAugSepDoorDashStarts · Jan 30 ’24MilestoneFeb 11 ’24AdweekJan 30 ’24Reddit usersFeb 11 ’24X usersFeb 11 ’24YouGovFeb 22 ’24YouTubePressTVRedditXOpen web
YouTubePressTVRedditXOpen web

Timeline (15)

  1. January 2024

    DoorDash seed · Jan 30 ’24

    DoorDash released a teaser offering one viewer products from the game's other commercials.[1][2][3]

    Get Every Product Advertised During the Super Bowl Dashed to Your Door | Muse by Clios
    Open the first post ↗

  2. Adweek press · Jan 30 ’24

    Adweek reported the giveaway and the plan to reveal its entry code during the Super Bowl.[2]

  3. February 2024

    DoorDash milestone · Feb 11 ’24

    DoorDash aired its final spot with a 1,813-character entry code in the fourth quarter.[4][5][6][7]

  1. platform jump · Feb 11 ’24

  2. platform jump · Feb 11 ’24

Join free to see why it worked and the other 12 events. Free, on every case.

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Spread the same way

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Do this

  1. 1Build a participation task that makes the brand promise part of the task itself.
  2. 2
  3. 3

Every number (8)

  • Earned social impressions; included in campaign reach“258MM Earned Social Impressions”
    258M[8]

Press (5 outlets)

  1. Jan 30, 2024same dayAdweek · Inside the DoorDash Super Bowl 58 Commercial Sweepstakes

You’ve seen 1 of 3 steps, 1 of 8 numbers and 1 of 5 outlets. Pro opens the rest, with all 22 sources.

Join freeGo Pro · $13/mo

Open the rest of this case

  • 3steps to copy, the playbook
  • 8sourced numbers
  • 5outlets that covered it
  • 22sources, each linked

The same on every case, with alerts and decks.

$156your first year

$13 a month, billed yearly.

14-day full refundAll plans

Origin
Mixed
Sector
Retail
Region
US
Campaign earned impressions; award-entry claim
11.9B
Self-reported · The One Club, Wieden+Kennedy award submission
Evidence
Grade B