Digital food delivery platform DoorDash is today rolling out its first integrated multichannel campaign, according to details shared with Marketing Dive. Called “Pop-Up,” the effort will run through September across TV, radio, out-of-home (OOH), digital, social media and experiential marketing.
Spots for “Pop-Up” are airing nationally and digital and OOH content will appear in 13 major cities, including New York, Chicago and Los Angeles. The creative emphasizes DoorDash’s role as a sort of digital pop-up for restaurants, letting consumers sample a variety of cuisines wherever they are. Select cities will also receive experiential activations tied to the pop-up concept throughout the summer. On the promotional side of the push, DoorDash is waiving delivery fees for first-time orders.
The campaign, created with Brand New School, additionally spotlights some of DoorDash’s biggest national partners like The Cheesecake Factory, Wendy’s and Chipotle, along with more regional brands like Costa Vida, Zio’s Italian Kitchen and The Original Mels. “Pop-Up” is DoorDash’s second campaign to feature a national TV play, following up on an effort titled “Delicious at Your Door” from Q1 2019.