DoorDash is not going to run a Tremendous Bowl advert this 12 months.
The food-delivery app has been a staple in current Tremendous Bowl video games, promoting 4 occasions in the course of the nationwide broadcast.
Final 12 months, the supply app promoted its membership program with a spot starring comic Nate Bargatze. The advert was created by Wieden + Kennedy Portland and DoorDash’s in-house company, Superette.
It was markedly totally different from DoorDash’s 2024 marketing campaign, which ambitiously tried to present away merchandise from each model that marketed in the course of the sport. The advert scored the advert trade’s prestigious Cannes Lions Titanium Grand Prix award, and a person in Texas gained the $500,000 giveaway.
DoorDash’s choice to not run an advert this 12 months is predicated on the place the model sees engagement with TV viewers, Gina Igwe, DoorDash’s vp and head of shopper advertising, informed ADWEEK in an announcement. As a substitute of working a TV advert, the corporate will run a social marketing campaign across the sport.
“We assess our Tremendous Bowl technique yearly based mostly on the place tradition is transferring and the way individuals are truly partaking,” Igwe mentioned. “A 30-second spot may be highly effective, however it’s only one a part of a a lot greater ecosystem.”
She continued: “This 12 months, we’re selecting to deal with exhibiting up the place the dialog is occurring in actual time—on the second display—assembly followers within the moments they’re already collaborating. Social is the place dialog unfolds in the course of the sport, and we’re excited to have interaction there, with way more to return nearer to kickoff.”
DoorDash sits in a aggressive class of Tremendous Bowl advertisers. Two of its largest rivals, UberEats and Instacart, plan to run Tremendous Bowl adverts this 12 months, ADWEEK beforehand reported.
