We’re thrilled to sit down with Milena Traikovich, a seasoned expert in demand generation who has helped countless businesses craft impactful campaigns to attract and nurture high-quality leads. With her deep expertise in analytics and performance optimization, Milena offers a unique perspective on innovative marketing strategies. Today, we’ll dive into DoorDash’s latest college football campaign, exploring how it leverages seasonal rewards, engaging ads, on-campus events, and strategic partnerships to connect with sports fans and boost brand loyalty. From the in-app Streaks program to a national tailgate tour, we’ll unpack the creative and tactical elements behind this multi-faceted effort.
Can you walk us through the inspiration behind DoorDash’s latest college football campaign and why it targets this specific audience?
I’m excited to share the thinking behind this campaign. College football fans are a passionate, engaged demographic, and their game-day rituals often revolve around food and community—perfect for a delivery service like DoorDash. We saw an opportunity to tap into that energy by aligning with their traditions, offering convenience and value during the season. It’s not just about transactions; it’s about becoming part of their game-day experience, whether they’re tailgating or watching from home.
How does this campaign differ from other sports marketing initiatives DoorDash has done in the past?
This campaign stands out because it’s our most integrated football effort yet. We’ve combined digital, in-app, and on-the-ground activations to create a seamless experience. Unlike previous sports campaigns that might have focused on a single channel, this one spans everything from a rewards program to campus events and a national tour. It’s about meeting fans wherever they are, with a heavy emphasis on building loyalty through consistent engagement across multiple touchpoints.
Let’s dive into the DoorDash Streaks program. Can you explain how it works and what makes it appealing to customers?
Absolutely. DoorDash Streaks is a limited-time rewards program designed for the college football season. It encourages customers to order on Saturdays—prime game days—and the more Saturdays they order, the better the discounts they unlock. For instance, one order gets you 30% off a future purchase, and if you hit 11 orders, you’re looking at 80% off plus $100 in bonus credits. It’s appealing because it gamifies the ordering process, turning routine purchases into a streak of savings that feels like a win alongside their team’s victories.
What was the thought process behind choosing the specific rewards and discount tiers for the Streaks program?
We wanted the rewards to feel achievable yet exciting. Starting with 30% off after just one order sets a low barrier to entry, making it easy for fans to jump in. As the tiers progress, like 50% off after five orders, the value increases to keep them motivated. The big 80% off and $100 bonus at 11 orders is the ultimate payoff—it’s a stretch goal that mirrors the dedication of a football season. We based these on customer data and past campaign insights to ensure they resonate and drive repeat engagement.
Can you tell us about the “Too Much Winning Energy” ad and the creative concept that brought it to life?
The “Too Much Winning Energy” spot is a fun, high-energy ad that captures the thrill of game day and the joy of saving with DoorDash Streaks. The concept shows fans transforming into their school’s mascots after racking up discounts, symbolizing how our program fuels their winning spirit. It’s a playful way to connect the act of ordering food with the emotional highs of football fandom. We worked with our in-house studio to bring this to life, and it’s running across TV, streaming, and social media to maximize reach.
Why did you decide to feature college football mascots in this ad, and how do they enhance the campaign’s message?
Mascots are iconic symbols of school pride and team spirit, instantly recognizable to fans. Featuring them in the ad was a way to tap into that deep emotional connection and make the campaign feel authentic to the college football world. They enhance the message by embodying the “winning energy” we’re promoting—fans feel like champions when they save with DoorDash, just as mascots represent victory on the field. It’s a visual metaphor that ties directly to the excitement of the season.
DoorDash has partnered with Learfield and 11 college programs. How are these collaborations shaping the campaign’s on-campus presence?
These partnerships are a cornerstone of our campaign. Working with Learfield and these programs allows us to bring DoorDash directly to the heart of college football culture—right on campus. We’re hosting game-day activations, creating social media content with student-athletes and mascots, and offering unique fan experiences. It’s about being present in those unforgettable moments, whether it’s a pre-game event or a viral post, to build a stronger bond with students and alumni who live and breathe football.
Can you share more about the national tailgate tour and what fans should look forward to at these events?
The national tailgate tour is one of the most exciting parts of this campaign. We’re hitting some of the season’s biggest matchups, starting with high-profile games, and bringing the party to fans. Attendees can expect giveaways, photo booths, and custom merchandise stations to amp up the game-day vibe. For our DashPass members, we’re even offering perks like express entry lanes at select stadiums. It’s all about creating memorable, interactive experiences that make DoorDash synonymous with tailgating fun.
DoorDash is sponsoring the Allstate Red River Rivalry. What made this game a strategic choice for sponsorship?
The Red River Rivalry is one of the most storied games in college football, with a massive, passionate fan base and national attention. Sponsoring this game was a strategic move to align DoorDash with a high-visibility event that embodies the intensity and tradition of the sport. It’s a chance to stand out in a crowded season and connect with fans during a cultural moment that transcends just one school or region. Our presence here amplifies brand awareness on a huge stage.
What’s your forecast for the future of sports marketing campaigns, especially in terms of blending digital and in-person experiences?
I believe the future of sports marketing lies in creating even more seamless integrations between digital and in-person experiences. Fans expect personalized, interactive engagement—whether they’re ordering through an app or attending a tailgate. We’ll see more brands leveraging data to tailor rewards like Streaks while also doubling down on experiential events that bring communities together. Technology like AR or real-time social media activations will bridge the gap, making every touchpoint feel connected and impactful. It’s an exciting space to watch as fan expectations continue to evolve.
