DoorDash College Football Campaign

ABOUT THIS ENTRY

DoorDash introduced an innovative, multifaceted campaign centered on college football to fuel fans with delicious food delivered by DoorDash. The campaign featured the first-of-its-kind DoorDash Streaks rewards program, engaged fans nationwide through nationally televised ads featuring beloved mascots, and tapped into 12 iconic college football schools. By leveraging student-athlete influencers, DoorDash drove excitement both online and on campus, including a dynamic tailgate tour and immersive game-day activations. The campaign engaged fans, drove app downloads and usage, and fueled fans' passion in college football.

How does this represent "Excellence in Engagement"?

The DoorDash College Football campaign set a new benchmark for fan engagement by seamlessly integrating comprehensive digital, in-venue, and on-site sponsorship. The campaign’s multi-channel approach included high impact paid digital advertising, integrated website branding on college gamedays, and targeted email marketing that kept fans motivated to participate in DoorDash Streaks throughout the season. DoorDash’s authentic NIL student-athlete stories showcased the power of next-level influencer campaigns across social and digital platforms throughout college football season.

On game days, in-venue branding ensured DoorDash was front and center in the fan experience, while on-site activations like the Tailgate Tour brought the excitement directly to campus, offering customized merchandise and exclusive perks for DashPass members. Sweepstakes and digital rewards, promoted via both school and DoorDash channels, built anticipation and ongoing engagement. By blending digital touchpoints with real-world experiences and leveraging student-athletes' influence, DoorDash created an exciting season-long campaign for college football fans. This holistic strategy not only grew sales, acquired new customers, and drove repeat purchases but also redefined sports engagement, establishing a new standard of excellence in college athletics.

Objective

The primary goal of the DoorDash College Football campaign was to fuel fan engagement, increase app downloads, grow orders, and build loyalty among college football fans through an engaging, season-long campaign. The campaign tapped into the passion of college football fans, designed to:

• Boost DoorDash App Downloads - Use compelling student-athlete storytelling, multi-channel advertising and exclusive college football-powered campaigns to engage and acquire new customers and drive downloads.
• Increase App Usage, Order Frequency, and Drive Sales - Encourage fans to order DoorDash more often on game days by rewarding consecutive weekly participation via the app and engaging fans throughout the season to grow orders.
• Tap Into the Passion of College Football - Position DoorDash as an essential part of watching college football, aligning DoorDash with some of the country’s biggest schools and featuring star student-athletes in campaigns throughout the season.

DoorDash created this unique campaign to not only increase sales but also place the DoorDash brand prominently in the hands of passionate college football fans all season long.

Strategy & Execution

DoorDash created an integrated campaign that celebrated school pride, rewarded loyalty, and connected with fans on every level. The campaign was designed for today’s passionate college sports fans by partnering with 12 prestigious football schools, featuring mascots, school marks, and logos integrated into a fun “winning energy’ campaign. DoorDash launched DoorDash Streaks, a limited-time rewards program that offered fans discounts on orders placed on Saturdays (traditional college game days) via the DoorDash mobile app. To engage fans throughout the season, DoorDash leveraged the power of NIL, highlighting student-athletes through original content that showcased their personalities on social platforms. This humanized the campaign and fostered authentic connections with fans. A high-profile sweepstakes, promoted across official school channels, offered fans the chance to win DoorDash gift cards, game tickets, and exclusive gameday hospitality at their own campus, driving excitement and participation. 

To complement the season-long campaign, DoorDash launched a Tailgate Tour that traveled to iconic rivalry games, deepening fan engagement t at each stop. At the tailgate, Fans could customize premium DoorDash merchandise with school-specific patches, adding a personal touch to their game day gear. Additionally, DashPass members enjoyed benefits, including priority game entry and exclusive experiences at tailgate locations. 

Organizations

• • DoorDash
  • Learfield
  • The University of Alabama
  • Athletics Department
  • The University of Georgia
  • Athletics Department
  • The University of Michigan
  • Athletics Department
  • The University of Missouri
  • Athletics Department
  • The Ohio State University
  • Athletics Department
  • The University of Oklahoma
  • Athletics Department
  • The University of Oregon
  • Athletics Department
  • Red River Rivalry (The Cotton Bowl: Texas vs. Oklahoma game)
  • Rutgers University
  • Athletics Department 
  • The University of Stanford
  • Athletics Department
  • The University of Tennessee
  • Athletics Department
  • The University of Texas
  • Athletics Department

Links

•   Website

Credits

Ariel Gambardella
Head of Brand Partnerships
DoorDash

Morgan Finley
Associate Marketing Manager, Local Brand Partnerships
DoorDash

Jeremy Altabet
Vice President, Corporate Sales
Learfield

Lori Bland
VP - Corporate Partnership Management
Learfield

Shaun Sheftic
Director, Corporate Partnership Management
Learfield

Daniel Wittenberg
Vice President, Branded Content
Learfield

Becca Berenson
Sr. Director, Branded Content
Learifeld

Claire Coles
Senior Manager, NIL Operations
Learfield

Ava Sawka
NIL Partnerships & Activation Specialist
Learfield