Watch the Super Bowl spot! Above is for contextual purposes only, produced by the amazing Cecilia Jackson. Materials below produced by me.
dominating social during the Super Bowl.
The challenge: the DoorDash Super Bowl commercial is releasing on Friday before the game. But we want buzz throughout the entire weekend — and during the game itself.
The idea: once an advertisement comes on during the Super Bowl with food in it, tweet out commentary (and attach a promo code good for use on grocery orders through DoorDash). And sprinkle in some fun elsewhere too.
The night before the big game, we dropped this promo video playing with the audio from the original DoorDash Super Bowl spot, teasing out the social activation.
Be sure to unmute the social activation teaser!
I setup a social war room, and we fired out these messages from the official DoorDash Twitter and Insta accounts during the game. Some were pre-planned, but we also created a few impromptu engagement moments with customers via Twitter.
Twitter takeover banner with the celebrity chefs Chefs Matty Matheson, Raekwon The Chef and Tiny Chef from the master Super Bowl spot.
Results:
Harris Insights and Analytics released their third annual index on the Super Bowl's ad impact, Brand Bowl 2023. They surveyed thousands (70K in some cases) to understand the impact each brand's ad(s) had.
The “Post-Super Bowl” column compares data from pre-Super Bowl (Jan 30-Feb 12) to post-Super Bowl (Feb 13-14). This captures the lift advertising brands experienced after the Super Bowl.
DoorDash was #3 on brand lift overall, and .3 points highest against than competitor, UberOne (listed as Uber).
Role: lead digital/social activation producer