Becoming Part of the Culture Instead of Interrupting It

DoorDash was already gamers’ favorite delivery app. Gamers just didn’t know it yet. We identified the whitespace and built @DoorDashGaming from the ground up, creating the positioning, identity, owned channels, launch assets, and content system needed to show up inside gaming culture as a participant, not an advertiser.

services

Brand Strategy & Positioning
Visual Identity
Social Strategy
Content Strategy
Influencer & Creator Partnerships
Campaign Planning

CONTACT US

12.8m

Total Impressions

44k

Total Followers

6.7%

Overall Engagement Rate

3.3m

TikTok Views

the challenge

DoorDash already had a strong behavioral relationship with gamers, but no dedicated gaming brand or community presence to deepen it. The audience was already ordering during play, yet DoorDash still showed up as a general delivery app rather than a brand that felt native to gaming culture. The risk was obvious: gamers can spot a marketing voice immediately, so simply launching gaming-themed ads would not be enough.

the goals

Build a distinct DoorDash gaming identity that felt endemic rather than sponsored. Create a voice, visual system, and channel presence that could participate credibly in gaming culture. Give the brand a repeatable framework for future content, partnerships, and community activations.

the solution

We started with DoorDash’s own audience data and gaming behavior to build the Stay in the Game positioning platform. From there, we developed the full brand architecture, including purpose, personality, creative guardrails, a gaming-specific logo, new @DoorDashGaming handles across Twitter, Instagram, and TikTok, and the launch asset library. We then built a phased content and activation plan that moved from a stealth community presence into a public launch anchored by FaZe Clan, plus #StayInYourGame UGC, DashDays livestream activations, DashCord community programming, and creator-support tools like Dasher Fund and Dash Emotes.

the results

DoorDash gained a dedicated gaming identity, community-facing social presence, and a content system built to keep showing up consistently after launch. The FaZe Clan partnership connected @DoorDashGaming with an audience of hundreds of millions, while the strategy gave DoorDash a clear, repeatable way to communicate through memes, creator culture, UGC, and platform-native engagement instead of traditional advertising.