DoorDash's Super Bowl ad is a sweepstakes giving away everything advertised during the game — from a BMW to mayo
CBSN
DoorDash's Super Bowl ad is making a singularly large play this year, with its 30-second spot dangling a sweepstakes that offers one viewer the chance to win everything — yes, everything, from a 30-pound tub of mayonnaise to a BMW vehicle — that is advertised during the championship game.
That's no small order, given that the Super Bowl is advertising's biggest annual event, with about 60 to 70 advertisers vying to impress a television audience of more than 100 million viewers. Advertisers this year are paying $7 million for 30 seconds of air time during the championship game, according to trade publication Advertising Age.
DoorDash's sweepstakes approach is striking because the delivery service is parlaying off of other marketers' messages, promising viewers that they could have a chance to win everything that's advertised during the February 11 game, which will feature the defending champion Kansas City Chiefs taking on the San Francisco 49ers. So far, the advertiser list includes companies such as BMW, Doritos, Dove, Kia, M&M, Popeyes and Volkswagen.
