The team knew that a product launch alone wouldn’t change behaviour—especially in a city like Miami, where attention is hard to earn and harder to keep.
DOORDASH
Turning a delivery app into a dining destination
THE CHALLENGE:
DoorDash is known for convenience—fast delivery, on demand. With the launch of DoorDash Reservations, they needed to shift perception from getting food delivered, to going out to dine. That meant moving into a completely different emotional space; from utility to desire.
OUR APPROACH:
- “Reservations” needed to feel premium, not functional
- The experience had to compete with the city itself
- Standard campaign formats wouldn’t cut through
Instead of announcing the feature, we wanted to build something people couldn’t ignore. And so, the SandcastleDonna became the world’s first fully functional sandcastle restaurant. Constructed in just two weeks, this was an ambitious build, resulting in a pop-up dining experience like no other:
- Two storeys, 1,340 sq ft
- Built from 100 tons of real sand
- Delivered by a team of 50+ specialists
- Fully bookable, exclusively through DoorDash Reservations
OUTCOME
By combining high-end dining with a one-off cultural moment, we created an experience designed to be enjoyed, shared and talked about.
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Sold out within minutes of launch
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Delivered ~10% lift in awareness for Reservations
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Generated 86M+ impressions in days
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Attracted creators, press and city-wide attention
INSIGHT
If you want people to see your brand differently, give them something worth noticing.
We’ve seen in-house agencies of all shapes and sizes – we can help you build yours:
BUILDING BOOKING.COM'S IHA