The Challenge:

DoorDash has been a dominant force in food delivery, holding over 60% of the U.S. market. However, as the company expanded into grocery, convenience, and retail delivery, it needed to shift consumer perception from “just food” to “delivering anything.”

Super Bowl LVIII provided the perfect moment to make that statement. But with dozens of high-budget ads competing for attention, the challenge was breaking through the noise in a way that extended beyond a 30-second spot—creating real engagement, conversation, and impact.

The Solution:

I contributed to the media strategy, ensuring DoorDash’s campaign didn’t just air—but dominated the Super Bowl conversation before, during, and after the game.

DoorDash, in partnership with Wieden+Kennedy, launched “All the Ads”, an interactive campaign that:

• Turned every Super Bowl commercial into a DoorDash delivery. Every product advertised during the game was added to a massive giveaway, with one lucky winner receiving the entire haul.

• Built anticipation before kickoff. In the days leading up to the Super Bowl, DoorDash teased participating brands, fueling online speculation and excitement.

• Engaged audiences in real time. During the game, as new ads aired, DoorDash updated the prize live, creating social buzz and media engagement.

• Drove participation through an interactive challenge. The commercial directed viewers to doordash-all-the-ads.com, where they had to crack a promo code to enter—fueling online communities, memes, and hours of audience interaction.

The Impact:

The campaign didn’t just capture attention—it hijacked the Super Bowl conversation, transforming DoorDash into a brand that delivers everything.

✅ 11.9 billion earned media impressions

✅ 8 million+ contest entries

✅ Nearly 300 million social media interactions

✅ 117 million Super Bowl viewers reached

✅ Titanium Grand Prix Winner at Cannes Lions 2024

By combining media strategy, social engagement, and real-time interactivity, this campaign proved DoorDash’s expanded delivery capabilities in a way no traditional ad could—turning a single Super Bowl spot into a cultural moment.