DoorDash/Wieden+Kennedy - DoorDash-All-The-Ads

Wieden+Kennedy and DoorDash were planning one of the wildest giveaways in Super Bowl history: the chance to win every item advertised during the Super Bowl...if you can decipher an insanely long promo code and enter it on our website before time ran out.

They needed a digital partner who could create a website worthy of such a campaign as well as engineer a platform secure enough for millions of submissions. We built a complex back-end system, volume testing for millions upon millions on concurrent users per second, in order to assure that the site's state would switch live exactly in sync when the broadcast spot aired, as well as withstand the onslaught of the millions of fans around the country entering the promo code, all at once.

Each submission was analyzed for accuracy, encouraging folks to keep trying (or give up but leave with a fun image to share!) It didn't take long for TikTok and Reddit to go wild trying to crack the code - the memes were endless and the chaos was a delight to watch. We saw record-breaking engagement and a staggering amount of submissions in a matter of hours.