DoorDash’s MLS House at MLS All Star

ABOUT THIS ENTRY

The DoorDash x 2024 MLS All-Star Celebration was an experiential marketing triumph, transforming the essence of DoorDash into a beautiful home-inspired build. This activation seamlessly blended sports fandom with the comfort and convenience of home, captivating fans and immersing them in a unique and memorable experience that showcased everything you can get on DoorDash - highlighting our new business vertical, Groceries.

How does this represent "Excellence in Engagement"?

The DoorDash x 2024 MLS All-Star Celebration set a new benchmark in fan engagement by delivering an experience that was both innovative and deeply resonant with the sports fan community. It redefined what it means to be a part of the fan journey, extending beyond passive viewership to active participation. The activation's home-inspired atmosphere represents a pioneering approach in experiential marketing, one that can inspire other brands to think creatively about fan interaction while also being rooted in consumer insights. The significant engagement metrics, coupled with the strategic targeting and execution, demonstrate a blueprint for future activations that prioritize fan preferences and behaviors. This campaign moves the industry forward by illustrating the power of immersive experiences in building brand affinity and loyalty among sports fans. It serves as a case study for excellence in engagement, where the fusion of data-driven strategy and creative execution can lead to outstanding results and set new standards for fan-centric marketing initiatives.

Objective

The primary objective of the DoorDash x 2024 MLS All-Star Celebration was to establish DoorDash as the top-of-mind delivery service for MLS fans, particularly for grocery delivery. We aimed to engage the MLS fanbase given their affinity for grocery delivery services (per YouGov, MLS fans are 2x more likely than the general population to utilize them) and create a memorable brand experience that would resonate and foster loyalty. We integrated our grocery partner, ALDI, to enhance co-brand visibility and awareness of the grocer on our platform, while driving direct engagement. Our goal was to position DoorDash as an essential part of the MLS fan experience, leaving a lasting impression on attendees and encouraging them to associate DoorDash with convenience, quality, and a deep understanding of their lifestyle as soccer enthusiasts.

Strategy & Execution

The DoorDash x MLS All-Star Celebration was meticulously crafted with the modern sports fan in mind. Recognizing that MLS fans value at-home game viewing experiences (per YouGov they are 3x more likely than the national average to watch an MLS game at home with friends), we created a home-inspired atmosphere, complete with engaging activities and a showcase of DoorDash's delivery capabilities. The activation guided attendees through a branded MLS x DoorDash experience: visitors completed a survey on their grocery habits for MLS watch parties before entering a themed living room and playing a custom DoorDash soccer arcade game. At halftime (traditionally the only “break” in the action within a soccer game), attendees received personalized kits with snacks, drinks, and ALDI meal kits for tacos, chicken wings, or BBQ, along with DoorDash gift cards and promo codes. The kits encouraged fans to replicate the experience at home by ordering the remaining ingredients via DoorDash, connecting them further with the MLS and DoorDash brands.

Organizations

• DoorDash
• ALDI
• Wavemaker
• MLS
• Madison House

Links

•   Website

Featured

• Darlington Nagbe
• Taylor Twellman

Credits

Christian Laguatan
Manager, Planning
Wavemaker

Carly Samp
Sports Partnership Marketing
DoorDash

Ariel Gambardella
Head of Brand Partnerships
DoorDash

Emery Barnes
Associate Manager, Brand Social
DoorDash

Adriel Teles
Head of Brand Design
DoorDash

Rafael Segri
Co-Head of Creative
DoorDash

Danielle Walworth
Grocery Partnerships
DoorDash

Brandon Roots
Consumer Marketing, Senior Manager
DoorDash

Kolin Smialek
Business Development
DoorDash

Ronnie Beach
US Sports Lead
Wavemaker

Maggie Jones
Experiential 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

Ben D'Aurizio
Manager, Experiential
Wavemaker

Logan Burnett
Assoc. Director, Digital Investment
Wavemaker

Sam Lee
Manager, Digital Investment
Wavemaker

Khaile Forbes
Assoc. Director, Planning
Wavemaker

Kelly Nichols-Hope
Senior Manager, New Verticals Strategy and Operations
DoorDash

Dave Jacobs
Head of New Verticals Marketing
DoorDash