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.
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!
Many thanks to DoorDash & The Martin Agency for this opportunity.