In a sea of Super Bowl commercials, DoorDash didn’t just run an ad—they ran every ad. Their 2024 campaign, “All the Ads,” was a masterstroke in brand repositioning, gamification, and cultural hijacking. It wasn’t just about food delivery anymore—it was about delivering everything.
DoorDash aimed to shift consumer perception from “food delivery app” to multi-category marketplace. The Super Bowl, with its 100M+ viewers and ad-saturated environment, was the perfect stage to make that leap.
The goal:
Showcase DoorDash’s ability to deliver anything
Drive real-time engagement through a sweepstakes
Position DoorDash as a playful, culturally fluent brand
Campaign Overview
During the 2024 Super Bowl, DoorDash launched a sweepstakes where one winner would receive every product advertised during the game. That meant:
Snacks
Skincare
Cars
Tax software
Even a 60-pound tub of mayonnaise
The catch? Viewers had to decode a 1,813-character promo code hidden in DoorDash’s own ad—a chaotic, fast-paced spot directed by viral filmmaker Mike Diva.
Problem Solved
DoorDash faced a classic brand stretch dilemma:
Consumers still saw it as a food-only platform
Competitors like Amazon and Instacart were dominating the “everything delivery” space
Super Bowl ads are expensive—how do you make yours stick?
“All the Ads” solved this by:
Piggybacking on other brands’ media spend
Turning the Super Bowl into a DoorDash-branded experience
Creating a participatory challenge that extended beyond the 30-second spot
Execution
DoorDash’s execution was layered, immersive, and brilliantly absurd:
1. Pre-Game Build-Up
In the days leading up to the Super Bowl, DoorDash created a custom microsite that acted as a live shopping cart.
As brands announced their Super Bowl ads, DoorDash added their products to the cart—creating anticipation and speculation about how massive the prize would become.
This pre-game phase turned DoorDash into a curator of the Super Bowl, not just a participant.
2. Real-Time Game Integration
During the broadcast, DoorDash updated the cart live as new ads aired—whether it was a pallet of Reese’s, four separate cars, or 60 lbs of mayo.
The campaign spanned 76 brands, making the prize pool both surreal and headline-worthy.
Social media buzzed with each new addition, turning viewers into active participants.
3. The Ad Itself
A 30-second spot aired in the fourth quarter, featuring a hyper-stylized, glitchy visual experience packed with Easter eggs.
The promo code—1,813 characters long—was hidden in the ad, forcing viewers to pause, rewind, and collaborate to crack it.
The ad didn’t just promote—it provoked. Some viewers missed overtime trying to solve it.
4. Post-Ad Engagement
Viewers flooded social media with memes, theories, and screenshots.
Communities formed around solving the code, creating a shared cultural moment.
DoorDash followed up with behind-the-scenes content and prize breakdowns, keeping the momentum alive.
Brand Impact
DoorDash’s decision to deliver every ad’s product wasn’t just clever—it was transformative. The campaign:
Reinforced DoorDash’s new brand platform: “Your Door to More”
Repositioned the brand from food delivery to everything delivery
Created a halo effect by piggybacking on other brands’ media spend
Showed that DoorDash could be fun, fast, and culturally fluent
Results
The DoorDash All The Ads Campaign was a massive success, generating 258 million earned social impressions and a 457% increase in engagement volume. It attracted over 8 million submissions, reached 11.9 billion impressions, and secured 76 official and unofficial partnerships, cementing its place as one of DoorDash’s most impactful campaigns.
Lessons Learned
Hijack cultural moments: You don’t need a Super Bowl budget to ride the wave—local events, festivals, or trending topics can work just as well.
Gamify engagement: Challenges, puzzles, or interactive content can turn passive viewers into active participants.
Leverage absurdity: The more unexpected your idea, the more likely it is to go viral.
Collaborate with competitors: Just like Burger King’s “A Day Without Whopper,” strategic humility can earn massive goodwill.
Make your brand a platform: DoorDash didn’t just advertise—they hosted the Super Bowl’s commercial ecosystem.
