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.
A teaser for the sweepstakes says that entrants have the chance to win "all the snacks" and "every automobile" advertised during the game, among other products.
The sweepstakes also has a marketing message, given that the promotion ties into DoorDash's service of delivering products to customers' doors.
"We're using this as an ignition point about a broader discussion can help drive a reappraisal of DoorDash," Kofi Amoo-Gottfried, chief marketing officer for DoorDash, told CBS MoneyWatch in an interview. The message is "that you can get everything on DoorDash — we've evolved beyond more than restaurants."
The estimated value of the products and services being awarded in the contest is $480,000, according to DoorDash. Amoo-Gottfried said the value could be higher given that advertisers are still announcing their Super Bowl plans.
"That's an estimate based on what we know today," he said. "It's less about the amount and more about the idea — the thing that we find exciting is that we've spent close to 60 years watching all these ads, but I've never been able to get everything" advertised during the game.
Super Bowl LVIII will be broadcast live from Allegiant Stadium in Las Vegas, Nevada, on CBS — the parent company of CBS News, and on Nickelodeon and streaming on Paramount+.
The sweepstakes begins on February 11 after the Super Bowl kicks off, which should be around 3:30 p.m. PST/6:30 p.m. EST, and will end the same day at 11:59 p.m. PST, according to DoorDash.
The contest is open to U.S. legal residents of the 50 U.S. states or Washington, D.C. who are at least 21 years old and who aren't employees of DoorDash.
However, DoorDash's delivery workers, or Dashers, are eligible to participate in the sweepstakes, the company said.
DoorDash says you'll have to watch the Super Bowl on February 11 and keep an eye out for its ad, which will include "a lengthy promotional code" that entrants will have to enter correctly at the sweepstakes website.
After hitting enter, the entrant will be asked to provide their name, email and phone number, which counts as one entry. Each viewer is only allowed one entry. If you enter the promo code incorrectly, you may get another chance to correct the code, the rules say.
If no one enters the promo code correctly, DoorDash will hold a "second chance drawing," it said.
Right now, there are no odds because it will depend on how many correct entries DoorDash receives on February 11.
DoorDash said the sweepstakes administrator will randomly pick an entry on Monday, February 12, with the winner being notified on that same afternoon.
The list is still growing, but DoorDash estimates the value of the items at $480,000.
It won't be able to provide some products that will be advertised, such as alcohol, prescription drugs, insurance products and gambling, but plans to provide stand-in products instead. For instance, instead of providing Coors Light beer, it will give the winner a cornhole game.
The winnings could include up to 6 vehicles that could be advertised in the game. Currently, there are at least four automobile makers who are known to have Super Bowl spots, including:
Additionally, DoorDash said the prize will include:
Aimee Picchi is the associate managing editor for CBS MoneyWatch, where she covers business and personal finance. She previously worked at Bloomberg News and has written for national news outlets including USA Today and Consumer Reports.
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