DoorDash's strategy for the World Cup was "Deliver fans to futbol". We accomplished that with two separate social campaigns that included high-end film productions, activations, and real-time listening.
The first campaign, Pick the Champ, starred futbol legend Zlatan Ibrahimović, who asked users to bet on the winning team before the tournament and then trolled the losers. The second campaign recruited Brooklyn Beckham in a ticket giveaway mission turned treasure hunt.
Results: The campaigns did so well, DoorDash's Instagram followers increased by 35%, the brand had the #1 share of voice of all World Cup sponsors, gained over 1.5 billion impressions, and one post became DoorDash most viewed post ever, surpassing their previous Superbowl campaign post by more than six times the viewers.
We launched with a social film starring Zlatan, announcing the Pick the Champ bet: Just pick your winning team, and if you pick right, you could split $5 million in DoorDash credits with the other winners.
For the next few weeks, whenever a team got kicked out of the tournament we uploaded a new Zlatan video, trolling the losing team.
The reactions did so well, they became the most watched content for the brand, ever. After every game, people were waiting for Zlatan's cruel trolling and applauding his speed of insult delivery.
One team got special treatment. After Argentina lost in the finals, we released four special videos of a retirement party saying goodbye to the GOAT of futbol, Lionel Messi, followed by a special sale of goat dishes on the DoorDash app.
Finally, Spain was crowned the winner, and the last video of Zlatan was released.
For the second campaign we needed a creative way to pull off a ticket giveaway to dozens of World Cup games. We recruited Brooklyn Beckham, fresh off his feud with his parents. In his launch video, Brooklyn announced that he's not attending the World Cup games, alluding to the feud as the reason, so he's giving his tickets to a random DoorDasher to spread them across the US.
Over the next few weeks, Dashers would drop a DoorDash bag someplace in a US city, and upload the infamous "Your food has been delivered" photo proof to social. The image was obscure enough to get people guessing where the tickets were. The first ones to grab the bag, got to go to the game.
While TMZ and Page Six had a field day with Brooklyn's jab at his parents, fans kept close watch on the next drop, excited to go on the hunt.
We released one last special video from Brooklyn for the final drop with tickets for the Finals, in addition to influencer content, and live capture of people finding the tickets.