What's Happening?
DoorDash has introduced a new rewards program called DoorDash Streaks, aimed at college football fans. The program offers discounts for users who order on Saturdays between August 23 and November 15. The more Saturdays a user orders, the greater the discount, culminating in a $100 bonus for those who order on 11 Saturdays. DoorDash has partnered with Learfield and 11 NCAA football programs for gameday activations and social media campaigns. The company is also sponsoring the Allstate Red River Rivalry and collaborating with universities such as Alabama, Georgia, Michigan, and Texas.
Why It's Important?
This initiative by DoorDash highlights the growing trend of companies leveraging sports events to engage with consumers. By aligning with college football, DoorDash aims to increase its visibility and user engagement during the season. The rewards program could drive higher order volumes on Saturdays, benefiting both the company and participating universities. This partnership also underscores the importance of sports marketing in reaching diverse audiences and enhancing brand loyalty.
What's Next?
DoorDash's collaboration with NCAA programs may lead to further partnerships in other sports or events. The success of DoorDash Streaks could encourage similar promotions in different regions or sports seasons. Stakeholders, including universities and sports fans, may anticipate more interactive and engaging experiences during games, potentially influencing future marketing strategies.
