It is interesting to note how ridesharing and food delivery platforms have also been gaining interest in sports lately. There’s the new Uber Eats ad featuring a Super Bowl star and other new campaigns.
But this time, DoorDash announced yesterday that it is attempting to enhance its college football marketing with a new rewards program to grow loyalty among fans.
In the USA alone, some college football events averaged a whopping almost five million viewers late last year.
This latest marketing effort from one of the world’s biggest food delivery apps, touted as its most integrated football campaign to date, spans digital and in-app activations, together with on-the-ground experiences. It follows a multi-channel approach, a new marketing strategy that is designed to allow businesses like delivery services to forge deeper connections with sports enthusiasts who are their customers, too.
At the centerpiece of this effort is DoorDash Streaks, a for-limited-time-only in-app rewards program offering discounts to customers to place in orders every Saturdays during the upcoming college football season, which will begin this August 23rd until November 15th.
The more Saturdays you order, the bigger the promotion you get. For instance, in one Saturday, your order will earn 30 percent off a future order – which is up to $20 off – that said, five orders would unlock 50 percent off a future order of up to $25 off. Once a customer hits 11 Saturday orders, they will earn 80 percent off a future orders, plus $100 in bonus credits. Amazing!
To promote the deals, a 30-second ad spot was created, posted on the official YouTube of DoorDash.
Titled “Too Much Winning Energy,” the ad features college football mascots who are endorsing DoorDash Streaks.
The ad is available for viewing online and also runs on television. It includes cameos from mascots such as The Ohio State University’s Brutus Buckeye, University of Alabama’s Big Al, University of Georgia’s Hairy Dawg and the University of Texas at Austin’s Hook ’Em.
Right now, checking the recently launched YouTube video, the community is still shy to share their comments. So, the Ridesharing Forum team is inviting you to sign up for your account today here, and share your thoughts not just about the ad, but also about the perks as well.
Other brands ramping up their campaign for the upcoming football season are Applebee’s and Bud Light.
Meanwhile, in other DoorDash news, the platform also did introduced a new suite of tools in-app, aimed at providing more support for restaurants and so they could increase their directs sales.
This expansion is likewise aimed at enhancing customer engagement across all their own channels, not just apps, but also websites, and brick-and-mortar stores.
The enhanced features operate on the same infrastructure that administers daily transactions on the DoorDash Marketplace. This way, restaurants could develop their brand, enhance profitability, and provide customer experiences at a wide scope.