DoorDash x Fandom: The Dashers
DoorDash Rides the Buzz of Black Panther Release and Partners with Fandom to Drive New Dasher Recruitment
Campaign Overview
In Oct 2022, DoorDash launched a new motion comic series in partnership with Marvel called “The Dashers.” The comic featured their delivery staff as everyday heroes on a mission to save the fictional city of Dashville. To help drive audience for this new story, DoorDash turned to Fandom, the home of the largest group of Marvel fans on the internet.
Fandom reaches more than 41 million US users 18-49 - an audience that are nearly 3x more likely than the average internet user to be interested in becoming a DoorDash Dasher and seeking gig economy job opportunities, making them the perfect target.
DoorDash’s message and video asset were seamlessly integrated into Fandom’s Marvel-related wikis at a time when attention and traffic were highest - during the launch of Black Panther: Wakanda Forever. DoorDash captured fans’ attention and attracted new Dashers to sign up. The partnership successfully capitalized on the excitement surrounding the film and Marvel fandom to drive engagement and recruitment for DoorDash's campaign at a massive scale.
Campaign Objectives
- Reach potential Dashers
- Drive awareness of DoorDash’s new motion comic, “The Dashers.”
- Draft off of excitement surrounding the release of “Black Panther: Wakanda Forever.”
SUCCESS METRICS
Impressions Delivered
Increase In Unaided Awareness
Lift in Ad Recall
About The Partner
DoorDash is a technology company that provides restaurant food delivery services. The Company connects customers with local and national merchants through an on-demand food delivery application. DoorDash serves customers in more than 7,000 cities across the United States, Canada, Australia, Japan, and Germany.
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