DoorDash claimed the Titanium Grand Prix at the 2024 Cannes Lions Festival for its disruptive Super Bowl campaign “All-the-Ads” — a real-time cultural takeover that redefined interactive advertising.
The Idea
During Super Bowl LVIII, DoorDash promised to give away every single product advertised during the game to one lucky participant. From electric cars and luxury skincare to chips and soda, the full commercial inventory was on the line. But to win, users had to crack a 1,800-character promo code dropped live during the broadcast.
The Impact
The campaign turned the Super Bowl into a crowdsourced puzzle. Viewers didn’t just watch ads — they collaborated to decode them. Social media feeds filled with code fragments, collective analysis, and real-time speculation. DoorDash didn’t just buy airtime — it hijacked attention across all platforms.
Why Titanium
The Titanium Grand Prix rewards ideas that push the industry forward. DoorDash’s campaign wasn’t a slogan or a spot — it was a systemic disruption of how brand engagement works during the biggest media event of the year. It collapsed advertising, interactivity, and mass collaboration into one frictionless moment.
DoorDash didn’t just deliver prizes. It delivered a marketing blueprint for the next era.
