Those wanting to enter DoorDash’s Super Bowl sweepstakes to receive every product advertised during the game will have their work cut out for them to enter the extremely long promo code.
Behind DoorDash’s Super Bowl giveaway with an extremely long promo code
DoorDash’s ad, which came from Wieden+Kennedy Portland and aired in the fourth quarter, at first portrayed the code as pretty simple: DoorDash-all-the-ads-2024-promocode. But it didn’t end there.
The spot went on to show the words in the code wind through a house and out to the backyard, flowing by boxes of Popeyes, a dozen bags of Dinamita chips, stacks of Oreos and donuts, three cars, and, of course, DoorDash bags. Narrator Laurence Fishburne didn’t recite the entire code in the 30-second spot.
Fans will need to enter the full code at doordash-all-the-ads.com, and only one winner will be selected. DoorDash will post a loop of the ad on all of its social media channels so potential winners can rewatch it.
The brand expects to announce the winner on Monday, Kofi Amoo-Gottfried, chief marketing officer of DoorDash, said in an interview last week. “But they will have discretion over if they would like to be named and shown publicly, and can decline parts of the giveaway. Maybe they don’t want five cars.”
DoorDash struck partnerships with more than a dozen brands to make the sweepstakes possible. Amoo-Gottfried said that once the company decided to run the sweepstakes, he split the list with Wieden+Kennedy Portland to start calling up brands that had publicly announced they would be running an ad.
“We got no nos,” Amoo-Gottfried said. “Every single brand we spoke to thought it was fun. Now, the degree of lean-in was different, and some wanted to be in the spot or teaser, or do social participation. It creates a fun moment for us to collaborate and many of these brands already exist on DoorDash.”
The giveaway even includes something from DoorDash competitor Uber Eats, which also ran an ad in the game: Door Dash’s prize package includes an Uber Eats gift card—marking a highly unusual circumstance of a brand promoting a direct competitor.
“DoorDash all the ads means all the ads,” Amoo-Gottfried said.
DoorDash has some experience with marketing other brands advertising in the Big Game. Last year, every time a Super Bowl commercial showed an item that was deliverable on DoorDash, DoorDash posted a limited-time promo code for that item.
“We were built as a restaurant marketplace, but have since expanded into retail, convenience, alcohol, electronics,” Amoo- Gottfried said. “We want the consumer to understand the breadth we can fill.”
Amoo-Gottfried could not share the total value of the prizes that will be given away. “Things are still taking shape in real time, things are still dropping. Just last week Booking.com called us to say they wanted to give away an all-expenses paid trip.”
As of Friday, according to the DoorDash promo code site, one person will win a prize package including a BMW i5, a Google Pixel 8, a $20,000 dream vacation from Booking.com, one year of YouTube TV, 20 family-size packs of Oreos, a Michelob Ultra cooler and 24 bars of Dove soap.
This is DoorDash’s third Super Bowl appearance, and kicks off the platform’s new campaign, “Your Door to More,” meant to highlight the service’s ability to deliver virtually any item. Last year, DoorDash’s spot focused on the platform’s grocery delivery, and featured “The Bear” actor Matty Matheson, Raekwon from the Wu Tang Clan, and stop motion character Tiny Chef.