San Antonian Jonathan H. hit the jackpot thanks to a Super Bowl gimmick that seems more fairy tale than reality. Knocking DoorDash's latest stunt out of the park, Jonathan bagged a prize from every single Super Bowl ad — ranging from piles of snacks to a gleaming new 2024 BMW All-Electric i5. Yeah, you heard right. One lucky fan just had their life flipped, no game show required. A little birdie, namely a KENS5 report, chirped DoorDash's prize tally could hit anywhere between $340,000 and $480,000.
So, what's the magic behind this Midas touch? It was all in the code. DoorDash apparently decided to really make people work to swiftly claim their spoils. "DoorDash-all-the-ads-2024-promocode" may have seemed as easy as pie, but the list of words to include was longer than your average CVS receipt. Props to anyone who didn't see tweets with the code and thought, "I can type this before the next commercial." According to an AdAge article reviewing the commercial, DoorDash's bold move was the brainchild of agency Wieden+Kennedy Portland. DoorDash CMO Kofi Amoo-Gottfried said to AdAge, “Every single brand we spoke to thought it was fun," as reported by NBC NewYork.
The haul is nothing to sneeze at. Jonathan H's win raked in a wild array of items. Aside from the flashy car and a sweet $50,000 home down payment, the winner can now brag about owning a diamond, saddle up with a Clydesdale saddle, and dive into a lifetime supply-worthy 288 bags of Peanut Butter M&Ms. Full details are up for grabs here.
But not all ads created equal buzz. Google Pixel took home the MVP for ads per The Kellogg School Super Bowl Advertising Review. Their heart-tugging spot showed viewers how technology can truly change lives, featuring a blind man using his phone to capture memories. "Google Pixel has clearly figured out the formula to success for advertising in the Super Bowl," professor Derek Rucker praised in a statement on NBC New York.
