DoorDash x LAFC Discount Goals Jersey Promo

ABOUT THIS ENTRY

DoorDash's innovative October ‘24 campaign transformed LAFC's soccer goals into real-time discounts, creating an interactive brand experience that blended live sports excitement with tangible rewards. This unique partnership with LAFC & their team roster amplified fan engagement through real-time interactions and custom content. Every time an LAFC player scored, fans received a DoorDash discount code corresponding to that player's jersey number. This clever mechanic encouraged fans to root for their favorite players even more intensely, knowing a goal meant immediate savings. The campaign successfully linked athletic performance with consumer benefit, making each match a potential windfall for hungry LAFC supporters.

How does this represent "Excellence in Engagement"?

This campaign redefined fan engagement by intertwining the unpredictable excitement of sports with real-time rewards and athlete-driven content. The active involvement of LAFC players showcased how brands could transcend traditional sponsorships and become an integral part of the live sports experience. By offering immediate, gamified incentives and exclusive content, we not only enhanced fan interaction but also set a new industry standard for real-time engagement. This innovative strategy serves as a blueprint for future campaigns, showcasing the potential for brands to create memorable, loyalty-building experiences through creative partnerships with athletes.

Objective

Our objective was to create a unique brand engagement strategy that harnessed the passion of LAFC fans and the star power of LAFC players. By linking the thrill of soccer goals to immediate DoorDash discounts, we aimed to deepen brand loyalty and create an unforgettable, interactive experience. This campaign was designed to seamlessly integrate DoorDash into the live sports environment, offering fans instant gratification and reinforcing our commitment to enhancing their game-day experience through athlete-driven content and interactions. Crucially, the promotion required an alcohol purchase to unlock each discount, the intent being to drive awareness among LAFC fans of DoorDash's alcohol delivery service.

Strategy & Execution

The campaign resonated with fans by triggering discounts based on LAFC players' jersey numbers immediately after they scored. This direct connection between game excitement and DoorDash's offerings was amplified through live social media updates, captivating content featuring LAFC players, and a user-friendly discount redemption process. LAFC players actively participated in promoting the campaign through their social media channels, creating exclusive behind-the-scenes content and engaging directly with fans. Content was mostly light-hearted, and players were encouraged to use their own voices and personalities when sharing. The strategy ensured continuous fan engagement, making it easy for them to enjoy the promotion while staying immersed in the game. It also fostered a sense of urgency among LAFC fans, who had 24 hours post-match to redeem their discount. Initially, star player #99 Denis Bouanga was excluded due to budget constraints associated with his high jersey number, but midway through the campaign, he was introduced (with a 9.9% discount) to fans' delight. The excitement surrounding his inclusion further fueled engagement.

Organizations

• DoorDash
• Wavemaker
• LAFC
• GUT

Links

•   Website

Featured

• Olivier Giroud
• Denis Bouanga
• Mateusz Bogusz
• Eduard Atuesta
• Kei Kamara
• Timothy Tillman

Credits

Carly Samp
Sports Partnership Marketing
DoorDash

Ariel Gambardella
Head of Brand Partnerships
DoorDash

Emery Barnes
Associate Manager, Brand Social
DoorDash

Eli Velez
Managing Director, Creative Studio
DoorDash

Adriel Teles
Head of Brand Design
DoorDash

Rafael Segri
Co-Head of Creative
DoorDash

Rachel Dady
Sr. Lead, Brand Voice
DoorDash

Ronnie Beach
US Sports Lead
Wavemaker

Jeff Grande
Assoc. Director of Sports, Live & Gaming
Wavemaker

Sam Cathcart
Assoc. Director of Sports, Live & Gaming
Wavemaker

Rich Rappaport
Sr. Associate of Sports, Live & Gaming
Wavemaker

Brett Perrotta
Manager of Sports, Live & Gaming
Wavemaker

Mariel Gonzalez
Director, Partnership Marketing
LAFC

Amy Ziskin
VP, Partnership Marketing
LAFC

Teddy Notari
Group Account Director
GUT

Lauren LaTulippe
Account Executive
GUT

Manuela Castro
Account Director
GUT

Rachel Castro
Sr. Director, Marketing
GUT

Jack Cutler
Executive Producer
GUT

Jack Underwood
Content Creator
GUT

Renaldo Chapman
VP, Brand & Creative
DoorDash