Brief:
- Mobile delivery app DoorDash launched a social media sweepstakes centered on doing good and colorful murals in Boston, Austin and New York City, according to a company statement shared with Mobile Marketer.
- For the first week that the murals are "live" in each city, people are encouraged to visit, take a photo in front of the mural and post the photo on their Instagram account with the @DoorDash tag and #DeliveringGood hashtag to enter for a chance to win $2,000 in DoorDash credit and $2,000 toward Feeding America. For each photo shared, one meal will be donated to the nonprofit.
- The sweepstakes is part of DoorDash's Project DASH (an acronym for "DoorDash Acts for Sustainability and Hunger") program, which aims to reduce restaurant food waste and hunger in the local communities it serves.
Insight:
DoorDash's sweepstakes is unique in the way it combines out-of-home (OOH) advertising with social media, potentially giving the campaign viral power, especially during the warmer summer months. People who may feel embarrassed about posting advertisements or sweepstakes entries on their Instagram accounts may justify the post since it's for a good cause in support of a well-known hunger organization.
At the same time, partnering with Feeding America may also elevate DoorDash's image as a socially conscious company. Brands with a purpose grow two times faster than those that don't appear to hold some sort of social-positive value, and more than half of Gen Zers favor these socially conscious brands, separate studies found.
Similarly, West Elm has run localized social media campaigns to drive high engagement rates among its social media channels in a handful of cities. The retailer last year worked with Social Native to support its Local Love program by tapping people living in cities where a store was opening who are interested in home decor, design and DIY. West Elm sent these individuals a store-branded tote bag specific to each city and urged them to get creative and post Instagram photos with the bag to promote the brand's "do-good" partnership and reflect some hometown pride, per Mobile Marketer sister publication Retail Dive.
