It took many phone calls and partners to make DoorDash’s Super Bowl giveaway come to life. But even with a lot of pre-planning, DoorDash and Wieden+Kennedy Portland did not know every ad that would air during the game. So the delivery brand and its agency had to come up with some prize ideas on the fly to make good on DoorDash’s pledge to give away every product mentioned in every Super Bowl ad.

Those in-the-moment prizes included a cowboy hat for the “Twisters” movie trailer, $600 towards Verizon’s phone service and $15,000 towards rent for Apartments.com’s ads.

“We collaborated with a number of partners before the game, so there were multiple plans pre-set,” Kofi Amoo-Gottfried, chief marketing officer at DoorDash, said via email. “For anything that was a surprise or new during the game, we came up with the prize on the spot through collaboration between the DoorDash and W+K team while watching the game live in a ‘command center’ at W+K Portland.”

As of publishing, DoorDash has yet to publicly announce a winner.

Amoo-Gottfried said that for non-product-based ads, the goal was to be objective and think of prizes that represented the theme of the ad. For example, the team landed on an “I Voted” pin for the ad from the Robert F. Kennedy Jr.-aligned political action committee and a fringe lamp for the TV show “Ghost.” 

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DoorDash said that the total prize value is estimated to be between $340,00 and $480,000, including several big-ticket items such as a Toyota truck and electric vehicles from BMW, Kia and Volkswagen. The brand tracked the prizes in real-time at a cart on a special website.

Bigger prize packages

DoorDash says it funded the majority of the prizes, but that partner brands contributed or helped choose the prize.

“Many brands reached out after the cart was live and wanted to up the ante on the prize, which we loved,” said Amoo-Gottfried. “For example, Reese’s provided an entire palette of peanut butter caramel cups, Booking.com chose its gift of $20,000 towards a dream vacation, and e.l.f. Cosmetics chose to gift the winner a one-year subscription to their hottest drops and entire Halo Glow Collection.”

DoorDash’s spot ran in the fourth quarter, which Amoo-Gottfried says helped build on the social media hype that DoorDash had been rolling out in the weeks leading up to the game as other brands dropped their Super Bowl spots.

Engagement metrics

The company did not share site views or the total number of entries. “We’re still pulling and validating the data, but for now we can share that the campaign overall drove over 11 billion earned impressions,” said Amoo-Gottfried.

After the ad aired, doordash-all-the-ads.com saw a 24,500% spike in traffic, according to Cloudflare Radar, which tracks internet traffic. The site’s traffic remained 1,700-2,500% above baseline after the ad aired, likely from folks looking to enter the code. The promo code, which was posted on TikTok and crowdsourced in a Reddit thread, contains a whopping 1,813 characters.

“We built an ecosystem around the second screen and it was so cool to see the internet band together within minutes to figure out the code, share with each other and help others have a chance to win,” said Amoo-Gottfried. “We let the internet do what it does.”