All the Ads

Read the campaign story

DoorDash announced All the Ads on 30 January 2024 for the Super Bowl on 11 February. The promotion offered one eligible winner a collection of prizes linked to products appearing in the broadcast’s commercials. Its announcement positioned the sweepstakes as a demonstration of a marketplace that had grown beyond restaurant orders. Wieden+Kennedy Portland created the television spot with director Mike Diva, while Lonnie IIV served as a campaign correspondent.

Wieden+Kennedy’s account describes an evolving website cart, social updates and a deliberately elaborate entry code revealed during the game. The official announcement includes eligibility limits, product exclusions and availability qualifications. Those details matter: a promotional prize assembled for one winner is not the same as ordinary catalogue availability. The cited material demonstrates the campaign’s operation, but does not isolate its effect on repeat orders or profitable adoption of new categories.

Editorial interpretation: the idea changes the relationship between one advertiser and the surrounding advertising. Each new commercial can become another update to the same story. That provides a reason for people to keep following before the brand’s own spot appears. The strategic strength lies in connecting the expanding prize list with the desired perception of breadth. A huge giveaway without that connection might attract entries while teaching nothing useful about the business.

Editorial interpretation: participation complexity can be entertainment when people knowingly choose a puzzle, but it can also become a barrier. A long code encourages collaboration and commentary while creating opportunities for mistakes, accessibility problems and misleading third-party offers. The correct adaptation is not to make every conversion difficult. It is to decide which part of a campaign may be playful and which parts, especially eligibility, submission confirmation and prize terms, must remain completely clear.

Make the occasion add information

Choose an event whose natural sequence can reveal something relevant about your offer. Design a repeatable update format before the event starts and establish who verifies each addition. The audience should learn more as the story develops, rather than see the same teaser repeatedly. Test whether people can connect the updates to the intended proposition. If they remember only the prize value, the campaign may be building competition enthusiasm instead of useful category understanding.

Keep promotional exceptions visible

List what the promotion can deliver and distinguish it from normal service availability. Resolve permissions, fulfilment, prize substitutions and applicable rules before publicity. Do not let a dramatic headline imply unrestricted access to goods that the ordinary business cannot supply. Customer support needs the same explanation as the creative team. A memorable demonstration can damage trust if people discover that the behaviour it suggests is impossible outside a special promotional arrangement.

Separate chosen play from necessary access

Offer clear instructions and an accessible participation route. If solving a puzzle is part of the experience, explain that expectation rather than disguise friction as a normal transaction. Record invalid entries and support questions, not just successful submissions. Watch for impersonation or people selling supposed shortcuts. Evaluate whether the complexity improves recall of the proposition enough to justify the burden it places on participants and the team supporting them.

A small test for another brief

Create a small, legally reviewed event-linked giveaway in which each scheduled update demonstrates a real category in a local marketplace.

Compare recall of available categories and qualified exploration with a plain catalogue promotion. Assess fulfilment cost and complaints alongside engagement.

Stop if the promotion implies ordinary availability that does not exist, the rules are unclear or fulfilment cannot be guaranteed.

• Use confirmed inventory and explicit partner permissions; avoid promising unknown prizes.
• Publish concise rules, eligibility, deadlines and accessible entry instructions.
• Track proposition understanding separately from entry volume and prize interest.