For Super Bowl 58, we wanted to prove DoorDash could deliver more than food, in the most audacious way possible. So we DoorDashed stuff from all 76 national Super Bowl ads to one winner. That meant cars, a saddle, a $50K home down payment, 60 lbs of mayo, live tax support—all of it.

To get the internet dreaming about winning this insane DoorDash cart, we turned an influencer—Lonnie IIV—into our Super Bowl prize reporter, AKA our “Dashspondent.” His chaotic charm made our campaign a must-watch across Instagram and TikTok. He even hit the Las Vegas streets, asking hilarious questions like, “Would you trade your sister for a Kia?” His content racked up over 62.3 million views, becoming a social media sensation and beating our benchmarks for influencer impressions by a whopping 1250%. We activated all of culture through multiple touchpoints, including OOH, film, paid social, even mentions on the Today Show. 

By game day, we had an engaged audience, looking to X as the hub for our prize. As each Super Bowl spot aired, we chose a prize for that ad in real-time, comped an image, wrote copy, and fired off posts in an ever-growing, mega prize thread. In between tweets, fans and brands alike commented and speculated on the absurdity of the prizes. We tallied 76 prizes, 1.4MM thread views, 1,236 retweets, and 14.3K likes.

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When our ad aired in the fourth quarter, the internet was ready to pounce on our 1813-character code. Our Dashspondent even live-streamed the ad on TikTok and Instagram to give viewers clues. These livestreams helped Redditors crack the code to 100% accuracy in under 30 minutes.

This campaign delivered.

Results:​

• 11.9B Impressions

• 258MM Earned Social Impressions

• 111.7MM Influencer Video Views

• +457% Social Engagement

• —and one lucky winner.