Dive Brief:

• DoorDash is demonstrating its ability to deliver nearly anything by giving consumers a chance to win the products and services advertised during this year’s Super Bowl, according to a press release.
• The promotion asks consumers to pay close attention to the commercial airing during the game in order to crack a secret code contained in the spot. Those who think they have the answer can enter their information at www.doordash-all-the-ads.com for a chance to win one of everything advertised during the game.
• The contest coincides with the brand’s recently launched platform, “Your Door to More,” which showcases the delivery company’s breadth of access to local restaurants and retailers and positions the company as an essential part of growing local economies.

Dive Insight:

The Super Bowl is a time for big swings, and DoorDash’s new promo is definitely designed to attract attention. A teaser commercial shows off many of the brands that have booked Super Bowl advertisements, including Reese’s, M&Ms, Popeye’s and Intuit TurboTax. According to the spot’s voiceover, one winner could receive “all the snacks, every automobile, a tax service and who knows what else? We haven’t really thought this through.”

Honestly, they probably have thought it through a bit. According to the contest’s official rules, DoorDash’s ad will feature a “lengthy promotional code,” which must be entered “exactly as it appeared in the ad.” Those who do not enter it correctly will have more opportunities to do so until 11:59 PM on Feb. 11.

Specious as the promo might seem, it is hard to argue with its ability to convey the brand’s promise of being able to deliver virtually anything to anyone. According to the company, consumers can find nearly 2 million products through the app, and 99% of the company’s monthly consumers in the U.S. can access a non-restaurant retailer through the app.

“What started out as connecting consumers with their favorite local restaurants has transformed into a multi-category marketplace where you can get pretty much anything from your local neighborhood delivered – from food, to flowers, alcohol, retail items, and more – straight to your door," said DoorDash CMO Kofi Amoo-Gottfried in the release. “We believe there's no better way to showcase what's possible with DoorDash than literally delivering all the Big Game ads to one lucky winner."

Last June, DoorDash launched its largest app refresh in the brand’s 10-year history. As part of that refresh, the brand added “grocery” and “retail” tabs to the app’s navigation function, providing consumers with easier accessibility to the retail options. The change, according to company executives, helped reflect how the platform had evolved into a multi-category offering.