DoorDash case study NBA

DOORDASH

How we Created a Cultural Moment
That Changed The Game

THE CHALLENGE:

DoorDash sought to make a significant cultural impact to celebrate its renewed multi-year partnership with the NBA and WNBA. In a saturated advertising landscape, the goal was to go beyond traditional campaigns and create a memorable entertainment experience that authentically connected with basketball fans to highlight DoorDash’s role as the Official On-Demand Delivery Platform Partner for both leagues.

OUR APPROACH:

REIMAGINING AN ICONIC ANTHEM TO BRIDGE GENERATIONS
We embarked on a project to reimagine Kurtis Blow’s 1984 classic “Basketball,” infusing it with contemporary elements while honoring its legacy. Our approach included:

COLLABORATING WITH LEGENDARY & CONTEMPORARY ARTISTS: We partnered with hip-hop pioneer Kurtis Blow, marking his first full-length music video in over 25 years, and enlisted Grammy Award-winning producer Hit-Boy to modernize the track. Brooklyn-born rapper Lola Brooke was brought in to contribute a dedicated verse celebrating WNBA stars and featuring 45 dancers.
SHOWCASING CURRENT BASKETBALL ICONS: The music video featured appearances by New York Knicks players Jalen Brunson and Josh Hart as well as WNBA legend Sue Bird, bridging the gap between classic and contemporary basketball culture.
AUTHENTIC VISUAL STORYTELLING: Directed by Dave Meyers and his daughter Cassidy, the video was shot on location in New York City, capturing the essence of street basketball and the sport’s deep-rooted connection to the community.
COMPREHENSIVE PROJECT MANAGEMENT: We managed all aspects of the production, including business affairs, celebrity talent negotiations, record label negotiations, music licensing, distribution, internal approvals, public relations and accounting.

OUTCOME

Unprecedented Engagement: The “Basketball 2.0” campaign outperformed all previous DoorDash social initiatives, achieving over 327 million impressions and 3x higher engagement, as well as over 120,000 incremental customer orders.
Extensive Media Coverage: The project garnered significant attention from major publications, including AdWeek, AdAge, Campaign, Billboard, and Sports Illustrated, amplifying its reach and impact.
Strengthened Brand Association: By authentically integrating into basketball culture, DoorDash reinforced its partnership with the NBA and WNBA, enhancing brand affinity among sports fans.