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.
“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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