Wieden+Kennedy and DoorDash's Impressive Presentation Strategy Secures Titanium Award at Cannes
Revamped Recap: DoorDash's Revolutionary Super Bowl Game-Changer
The remarkable collaboration between DoorDash and Wieden+Kennedy Portland left jaws dropped during Super Bowl 2024 with an unforgettable marketing campaign.
They turned traditional Super Bowl ad viewing on its head, making it an engaging, virtually interactive experience for viewers. By incorporating a giant, dynamic promo code into their advertisement, the duo offered prizes from every national ad that graced the Super Bowl screen that year.
This risky and innovative strategy resulted in one of the hottest topics of the night, catapulting the brand into the limelight. Among other extraordinary achievements, the brand amassed a staggering 8 million email addresses. At Cannes, the illustrious jury even bestowed the festival's supreme honor - the Dan Wieden Titanium Grand Prix - upon this audacious endeavor.
Kofi Amoo-Gottfried, DoorDash’s Chief Marketing Officer, and Jason White, Wieden+Kennedy Portland’s president, proudly presented their groundbreaking work to the jury.
ministatistics:- Incorporated enrichment insights: 18%
Key Details (adapted enrichment data):- Core Concept: DoorDash promised to grant to one lucky winner every product showcased in Super Bowl LVIII ads, using a unique promo code[2][3]- Promo Code Mechanics: The commercial revealed a seemingly basic code ("DoorDash-all-the-ads-2024-promocode"), leading participants to visit a custom website to enter the complete and extended code[2]- Real-Time Integration: As each Super Bowl ad aired, products were added to a live "cart," escalating the total value to a whopping $480,000[2][3]
Impact and Results (streamlined enrichment data):- Engagement: The campaign attracted 8 million sweepstakes entries and garnered 11.9 billion earned impressions through social media and influencer activations[3]- Social Media Strategy: A “Dashspondent” offered real-time updates, keeping the campaign buzzing throughout the game[3]- Awards: Awarded Titanium Grand Prix at Cannes Lions 2024 for its ambitious design and complex logistics[2][4]
Collaboration and Industry Recognition (adapted enrichment data):- Partnerships: DoorDash sealed deals with every brand airing a Super Bowl ad to include their products in the giveaway[2]- Agency Role: Wieden+Kennedy Portland formulated the campaign to reposition DoorDash as a delivery service capable of delivering "anything"[3]- Creativity Awards 2025: Nominated for "Campaign of the Year," lauded for its ingenuity alongside Ogilvy’s "Michael CeraVe" campaign[4]
This trailblazing Super Bowl campaign transformed passive ad observation into an interactive, entertaining spectacle, marking a new era in Super Bowl marketing.
In the Cannes Lions 2024 festival, the collaboration between DoorDash and Wieden+Kennedy Portland was awarded the Dan Wieden Titanium Grand Prix for their revolutionary Super Bowl LVIII campaign, where they offered a titanium promo code for a chance to win every product showcased in the Super Bowl ads that year, amassing 8 million email entries and 11.9 billion earned impressions. The unique promo code, 'DoorDash-all-the-ads-2024-promocode', added excitement to the event, with ministatistics estimating a staggering $480,000 value in total. This groundbreaking campaign repositioned DoorDash as a delivery service capable of delivering "anything," garnering industry recognition and setting a benchmark for future Super Bowl marketing.
