Super Bowl 2026 / Breaking the Internet with 50 Cent
For DoorDash's Super Bowl 2026 moment, I led a social-first bet that broke from the category norm: instead of buying a traditional TV spot, we reallocated the investment into a culture-driven activation with 50 Cent ("The Big Beef"), meeting Gen Z where the game actually happens, on their phones. I owned the go-to-market across the full funnel, orchestrating organic and paid social, a creator/influencer slate, PR, CRM, and in-app merchandising around a single, ownable cultural narrative.
The result: $39M incremental revenue (+29% YoY), #1 Share of Voice with Gen Z on Super Bowl Sunday (up from #15 the prior year), and 1.67M brand mentions (+719% YoY), proving a positioning-led, channel-integrated strategy can outperform the ad-buy playbook.
