- DoorDash is giving fans an opportunity to profit, in a way, during the upcoming football season, with a new campaign that asserts, “Don’t Fan For Free.”
- The campaign will include special Saturday order-in deals as fans get ready for a day of college football. In addition, every order placed on a Saturday throughout the season will earn an entry in a monthly sweepstakes, with prizes ranging from a car to more than $750,000 toward a new home.
- The brand is also targeting college students with specific promotions that include offering a free Student DashPass to every student nationwide through October 12 and a tailgate tour that will tout the brand at 12 schools across the country.
The campaign takes advantage of DoorDash’s already understood presence during football season, when fans are ordering food and other supplies for watch parties or not wanting to leave their homes for fear of missing out on the action.
“DoorDash already shows up on a game day whether we run a campaign or not,” said Zaria Parvez, Head of Social at DoorDash. “Fans are ordering food, hosting watch parties, spending Saturdays with their people. So we weren’t trying to manufacture a role; we were trying to make the one we already had more rewarding.”
With that, the brand wanted to salute the fans, who play as much of a role in creating the college football culture as the teams, players and mascots, Parvez said.
“Fans are at the heart of what makes college football culture as special as it is, but they’re the only ones who aren’t getting a deal. They shape their entire Saturday schedules around games, including rituals, group chats, superstitions, tailgates, watch parties, and food orders,” said Parvez. “We wanted to flip the script and say: if you’re going to put this much into being a fan… you should get something back. That became our north star for building a campaign that gives back to the people who make the culture what it is.”
The campaign is launching with a new commercial featuring football coach Lane Kiffin and two football legends, Jameis Winston and Reggie Bush. The spot pokes fun at the rise of NIL deals for players, coaches and “even mascots.” “It’s about time [the fans] got something back,” says Kiflin, introducing the promo to the amazement of Winston and Bush.The spot will run across broadcast, streaming and social throughout the football season.
