DoorDash today will livestream on Instagram Live to urge people to vote as Election Day nears on Nov. 3, per information shared with Mobile Marketer. The effort seeks to provide answers to common questions about voting.
As part of its #DashToThePolls campaign, the food delivery app partnered with NASCAR driver Darrell "Bubba" Wallace Jr. on the show, which starts at 11:30 a.m. ET. The activation will feature Wallace in conversation with moderator Crystal Carson, communications director for When We All Vote, the nonpartisan, nonprofit group that urges young people to register to vote and go to the polls.
As part of the campaign, Wallace's No. 43 stock car sponsored by DoorDash will have a new paint scheme that shows the hashtags "#Vote" and "#DashToThePolls" at the NASCAR Cup Series Xfinity 500 race at Martinsville Speedway on Nov. 1. On Election Day, DoorDash will waive delivery fees on orders of more than $15 nationwide with promo code "VOTE," showing how the brand is trying to link a cause back to its business.
DoorDash's campaign is notable for mobile elements that include today's Instagram livestream and in-app discounts on Election Day. With the show featuring Wallace, the food delivery app can reach its target audience of younger people who tend to be heavy users of social media.
Voter education remains a persistent issue in the U.S., with turnout often low among younger adults. The pandemic has heightened confusion given how states have different rules in place around how and when people can vote early, by mail or through drop boxes.
With the Instagram Live play, DoorDash could answer lingering questions from its followers while also putting its brand front-and-center at a time when more people are ordering food for delivery or takeout. Thirty-four percent of people ages 18 to 24 ordered food through apps like DoorDash, GrubHub, Postmates or Seamless during the onset of the pandemic, more than any other demographic group, per a survey by researcher CivicScience.
DoorDash's #DashToThePolls campaign helps demonstrate the brand's commitment to a cause, marking an effort that's more likely to appeal to younger consumers who tend to favor brands that support social movements. DoorDash is working with When We All Vote and food purveyors to serve thousands of free meals to people, including poll workers. Those out-of-home activations will be in Miami, Milwaukee, Phoenix and Lansing, Michigan, along with Raleigh and Charlotte, North Carolina.
DoorDash is among the companies urging people to vote in their election season campaigns on social media. Bayer's Lotrimin footcare brand is asking people to "Stand with Confidence" with a paid social push that includes a series of augmented reality filters on Instagram and Snapchat. Chipotle Mexican Grill recently sold out of T-shirts that people could scan with a smartphone camera to reach a voter registration website.