Fall Football

For DoorDash's first-ever College Football-first bet (a deliberate pivot away from the NFL), I led a season-long campaign built around DoorDash Streaks, an opt-in rewards program that turned fans' weekly Saturday gameday ritual into progressive savings, anchored by the "Too Much Winning Energy" mascot creative. I orchestrated an integrated, full-funnel program across TV and streaming, paid and organic social, CRM and in-app merchandising, 11 Learfield school-IP partnerships, on-campus Tailgate Tours, NIL-led creator content, and Free Student DashPass acquisition.

The campaign delivered $103M in incremental revenue against a $63M forecast (+63%) and +43% YoY, plus 69M customer engagements, and 640K brand mentions, proving a CFB-first, culturally-rooted strategy outperformed the prior blended NFL/CFB approach.

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