DoorDash turns the Super Bowl into one giant cart — every ad's product to one winner

DoorDash's new platform idea 'Your Door to More' needed to prove the app could deliver anything, not just restaurant food — and the Super Bowl, where the whole country watches the ads, was the stage chosen to demonstrate it.

Super Bowl week, one live DoorDash cart: every product advertised during the game — 76 brands — goes to whoever cracks the code in DoorDash's own ad.

As brands announced their Super Bowl ads, DoorDash added their products to a public cart — pallets of candy, four cars, 60 lbs of mayo — and updated the tally live. Its 4th-quarter film told viewers to enter an absurdly elaborate promo code, and millions rewatched, memed, and collaborated to crack it.

The stunt earned 11.9 billion earned impressions, 8 million+ contest entries, nearly 300 million earned social impressions and 117 million viewers — and won the 2024 Cannes Titanium Grand Prix as a spectacular product demonstration at scale.

DoorDash was known for restaurant delivery, but its new platform idea 'Your Door to More' was about delivering anything. To prove it, the brand used the Super Bowl — the moment the entire country watches commercials — and promised to deliver every product advertised during the game to one lucky person.

In the days before kickoff, as brands announced their Super Bowl ads, DoorDash added their products to a public cart, creating anticipation about how big the prize would get. During the broadcast the cart grew with every ad — a pallet of Reese's, four separate cars, 60 lbs of mayo — eventually spanning 76 brands, updated live for consumers.

The campaign's 4th-quarter film told people to visit the site and enter a promo code that was deliberately impossible to get right on first try. Viewers rewatched the ad, argued over frames, made memes and collaborated online and in person to crack it — some missed overtime entirely.

The result was 11.9 billion earned impressions, 8 million+ contest entries, nearly 300 million earned social impressions and 117 million viewers — and the 2024 Cannes Titanium Grand Prix, awarded for hijacking a cultural moment with a product demonstration at a scale no one had seen before.

The demonstration was the message: seeing 76 brands' products in one DoorDash cart made 'delivers anything' self-evident.

The deliberately hard promo code turned DoorDash's own 30-second ad into hours of participatory content and earned media.

The prize grew in real time during the game, keeping speculation and social conversation alive all week.

It answered a positioning problem — perceived as food-only — with behavior instead of claims.

Prove the product promise at culture's biggest moment: the live cart made 'delivers anything' observable, and the deliberately hard code turned the ad itself into interactive content.

DoorDash returned to the Super Bowl the following year with a follow-up, and 'All The Ads' became the standard case for hijacking a cultural moment with a product demonstration at scale — the Cannes Titanium jury called it 'a spectacular product demonstration at a scale we've never seen before'.