The campaign tipped off with the “Food is Life” national TV campaign and the #PlayItForward Challenge, a social media takeover designed to rally fans and get them to show support for their favorite local Black-owned restaurants. The campaign was led by eleven players who amplified the message to their loyal league of over 15M followers.
DoorDash wanted to uncover a way that they could meaningfully contribute to local economies while achieving and deepening an authentic brand-fan connection. They wanted to tap influential icons who not only have a genuine love for the DoorDash brand but also have a deep passion for supporting their local communities.
The partnership launched with the #PlayItForward campaign. A social media challenge that encouraged participants to use their platforms to highlight and bring awareness to their favorite neighborhood Black-owned restaurants.
DoorDash pledged to donate $1, up to $100,000, to the National Urban League for every order on its platform placed from a Black-owned restaurant until the end of August. Also committing to zero fees for Black-owned restaurants through the end of 2020.
NBPA members featured include Harrison Barnes, Bradley Beal, Shai Gilgeous-Alexander, Aaron Gordon, Jrue Holiday, CJ McCollum, Donovan Mitchell, Ja Morant, Jamal Murray, Victor Oladipo, and Dennis Schröder.
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“Huge thanks to the THINK450 team in securing strong player support and in helping us elevate Ja Morant's voice. The use of Ja Morant as a key player endorser provided added authenticity to the campaign.”—Liz King, DoorDash Communications
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