DoorDash brand partners Lumify, Trojan, Batiste and Yeti provided some of them. Audible and Adobe—other brands with a significant presence at the festival—are also offering some DoorDash customers free three-month memberships.
With its first Sundance activation, DoorDash wants to send a message: It does more than just restaurant delivery. The “Your Door to More” activation directly references the brand’s new campaign produced with new agency partner Wieden+Kennedy. The campaign debuted during the NFL Wildcard round on Jan. 13, and will appear in the Super Bowl.
“We are moving away from just restaurant delivery and into a space where we can bring you all the things that you need. Not just food, but your convenience items, your retail stuff. [There is] a lot more to come,” said Lauren Schrimmer, a brand marketer overseeing DoorDash’s consumer products. “What we’re doing here at Sundance really ties into that, because we’re your personal assistant on the ground.”
It’s even more rewarding for DoorDash subscribers, who receive a key to open a locker containing surprise items, like candy and custom apparel.
The VIP experience is luxurious, something that’s not usually synonymous with convenience.
The first 30 DashPass subscribers who visit the activation may choose one of several VIP rewards, including tickets to sold-out screenings, dinner reservations at booked-up restaurants nearby or a gift card to a local retailer. They also receive extras like a DoorDash gift card and a custom Yeti tumbler. Those 30 attendees also get access to their own DoorDash personal assistant for the day, who will purchase and deliver any item so long as they can find it on Park City’s Main Street for a reasonable price.
“Our biggest priority here is engagement. It’s a very rare experience for an app—a digital entity—to get to actually meet face-to-face with customers,” Schrimmer said.
