DoorDash - Sprint Competition Brief
The Ask: How can DoorDash use technology to help local Black communities succeed?
The Truth: Black culture is American culture. Period.
The Idea: By utilizing prominent music & movie culture that drive national conversation, we can meet our users where they are and turn the conversation hyper-local to create new, action-oriented opportunities to support local Black-owned restaurants on media platforms in a way that has never been done before.
Stream For The Flavor - A Hulu x DoorDash Experience
Introducing Stream for the Flavor, a new way to interact on Hulu combining geofencing with existing interactive technology within Hulu's media capabilities. When you pause your TV on the right food moment, you'll unlock a special ad for the very same type of food you are seeing on-screen available from a black-owned restaurant near you.
Then, users in Los Angeles, New York City, Houston, Atlanta, and Chicago can continue to check out more shows to get customized suggestions for black-owned restaurants in their local communities.
Stream For The Flavor - A Spotify x DoorDash Experience
We’ll continue the momentum through Spotify music to celebrate the influence of Black food culture and utilize geo-targeted ads so users can order dishes from their local black-owned restaurants while listening to music that mentions the very same food.
Stream For The Flavor - The Album
Finally, let’s flip the script for good and take our local black-owned restaurants and conversations straight into national culture by creating an album inspired by, and celebrating, the flavor of our homes.
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We'll partner with independent black artists and ask them to create original songs to rep their hometowns, each mentioning one or more of their favorite local black-owned restaurants in the tracks.
Made with Camden Dechert, Liam McKay, Lex Coehlo, Ali Weiner, Ellie Proctor & Charlotte Robins!
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Many thanks to DoorDash & The Martin Agency for this opportunity.