DoorDash - NBA 'In Your Bag' Campaign

ABOUT THIS ENTRY

 DoorDash’s "In Your Bag" NBA campaign transformed a cultural phrase into an innovative, season-long omni-channel experience. Rooted in the trending basketball slang for player performance “in the bag,” the campaign brilliantly connected DoorDash’s iconic ‘Hot Bag’ with elite on-court performance.  At the campaign's dynamic core was a live 50-point trigger: whenever an NBA player scored 50+ points, fans received special DoorDash discounts and sweepstakes entries featuring exclusive, player-specific prizes. WNBA star and DoorDash Ambassador, Paige Bueckers, known for the only WNBA 40-point achievement in 2025, anchored creative and served as the face of the campaign across social and TV, bridging NBA and WNBA fandom through organic and paid channels.  Digital momentum extended into physical "Bag Labs" at NBA All-Star Crossover and team-specific mini-labs at select arenas (Warriors, Heat, Knicks), where fans created personalized DoorDash mini-hot bags with custom artist-designed patches and team charms - literally getting fans into their bag. 

How does this represent "Excellence in Engagement"?

 This DoorDash campaign redefines fan engagement by seamlessly linking real-time sporting moments to direct commerce, establishing a new benchmark in hyper-contextual relevance - when players are in their bag, fans have a chance to win. Our model expertly paired compelling financial benefits with unique sweepstakes, proving that sophisticated value propositions ignite deeper engagement and drive conversion, even among hesitant consumers. It was then reinforced for fans in real life, inviting them into our bag, literally, at NBA All-Star and at team-level activations.

This work will inspire the industry by demonstrating a robust blueprint for sustained, fan-centric engagement that prioritizes bringing the brand to the fan, rather than expecting them to seek it out. It champions a progressive approach to promotions, where value is amplified through aspirational experiences and hyper-relevance, fostering organic social sharing and widespread excitement. DoorDash's commitment to continuous evolution, adapting this successful model for future seasons, illustrates how brands can maintain forward momentum and relevance with a dynamic, Gen Z focused strategy, ultimately pushing the boundaries of sports marketing integration and direct-to-consumer conversion.

Objective

Our unique objective was to resonate with Gen Z fans and grow monthly active users among that audience. We did that by, moving beyond generic discounts to organically embed DoorDash directly into the rhythm of the game while ultimately driving orders. We aimed to keep fans engaged in their favorite parts of the game by tying instant rewards to peak performance and maintaining consistent interest through a season-long sweepstakes. This fostered immediate transactional intent and long-term interest.

A key differentiator was the strategic integration of both NBA and WNBA audiences and talent, with Paige Bueckers starring in the custom content to further reach Gen-Z and while expanding relevance across both leagues, driving broader appeal and diverse representation. Crucially, the campaign was built as an omnichannel ecosystem, blending traditional media, social buzz, and dynamic in-real-life "Bag Lab" activations ensured fans encountered multiple, engaging touchpoints with the brand throughout the season.

 Highly personalized,  player-specific prizes - from Nikola Jokic’s Silver Horsehead Statue to  Aaron Gordon’s Snowboard to Anthony Edwards’ ant farm – injected personality and interests of while fueling social conversation and brand virality.

Most importantly, it resulted in a culturally fluent, performance-tied platform designed to drive orders, fan connection, and long-term brand relevance.

Strategy & Execution

Meticulously crafted with the modern NBA fan and Gen Z in mind, stemming from deep audience data insights. Its very name, "In Your Bag," tapped directly into current sports vernacular, instantly resonating with a demographic that values authenticity and cultural relevance. The design elements explored different fonts and textures alongside the traditional DoorDash brand to resonate with Gen Z. This understanding informed a promotion that was inherently digital and socially led, designed to generate excitement across multiple levels. It encouraged watching more games and highlights, fueled social media engagement, and directly impacted fans "where it matters most" - their wallets - with exclusive discounts. The creative, featuring WNBA star Paige Bueckers and electrifying game highlights, was purpose-built to be fresh and engaging across all social and TV platforms, bridging the common fandom of NBA and WNBA.  The omnichannel approach was crucial, ensuring the campaign met fans where they live and play. From digital channels to in-real-life activations at NBA All-Star and team-specific events, it provided continuous touchpoints. The sweepstakes, with its diverse and unique player-tied prizes, created a broad "prize pool" that appealed to fans of any level, deepening connectivity and fostering a unified, connected approach essential for today's younger, diverse fan.

Organizations

• DoorDash

• WPP Media
• NBA

Links

•   Website

Featured

• Paige Bueckers was the face of the TV campaign.

Credits

Ariel Gambardella
Head of Brand Partnerships
DoorDash

Hank Kauffman
Basketball Lead, Brand Partnerships
DoorDash

Sarah Saltonstall
Senior Art Director
DoorDash

Erin Woolf
Copy Lead
DoorDash

Julio Sotomayor
Senior Designer
DoorDash

Alejandro Juli
Creative Lead
DoorDash

Yusong Zhang
Creative Lead
DoorDash

Dominick Esposito
Manager, Live, Events, and Gaming
WPP Media Sports & Entertainment

Jason Karlowski
Director, Sports, Live and Gaming
WPP Media Sports & Entertainment

JoJx Jones
Director
Jones

MIkeTeeVee TeeVee
Producer
MIkeTeeVee