DoorDash Goes Big: Meet the 15-Foot Bag Mobile
THE BRIEF:
DoorDash’s BagMobile: A Giant Red Bag Hits the Streets
To kick off summer, DoorDash and GUT LA supersized their signature delivery bag into a 15-foot roving pop-up—the BagMobile—cruising Miami and Chicago with city-specific swag, surprise gift cards, and a cheeky “Roof Goof” teaser to prove DoorDash really does bring what you need, when and where you need it.
🔑 Why It Worked
Oversized OOH = instant attention: A towering red bag can’t be scrolled past.
Hyperlocal relevance: Swag & stops tailored to each neighborhood—beach towels on Ocean Drive, sunscreen by Wrigley Field.
Earned + experiential synergy: “Roof Goof” teaser turned good Samaritans into campaign amplifiers before the BagMobile ever rolled up.
🚚 Campaign Execution
Roof Goof Stunt: Red DoorDash bags “forgotten” on car roofs—locals who alerted drivers scored a map and a $15 gift card.
BagMobile Tour: 15-ft mobile pop-up delivered free, locale-themed swag and surprise moments.
Dasher Love: BagWagon stops honored Dashers with upgraded delivery bags and thank-you gear.
Brand Takeaways
Go big physically: Monumental scale cuts through digital clutter.
Own your icon: Supersizing a signature asset deepens brand recall.
Celebrate your community: Blend customer stunts with Dasher appreciation for full-funnel impact.
Credits (Select):
Brand: DoorDash
Agency: GUT Los Angeles
Co-Heads of Creative: Julio D’Alfonso & Rafael Segri
ACD Colleen Horne
Production: Street Factory & Blind Pig Productions
Client Leads:
CMO: Kofi Amoo-Gottfried
VP Brand & Creative: Renaldo Chapman
Consumer Marketing VP: Gina Igwe
