Food delivery and commerce platform DoorDash is all in on basketball, marking the start of the NBA season with a remix to an iconic hit song.
Created to celebrate the brand's multiyear partnership renewal with the NBA and WNBA, DoorDash launched "Basketball 2.0," a brand new music video and remix for Kurtis Blow and Hit-Boy's 1984 single "Basketball."
Initiated in 2020, the partnership involved the brand becoming the NBA's first sponsor within the on-demand category.
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Now, the partnership has evolved to feature DashPass, the brand's membership program that will serve as an official partner of NBA and WNBA Experiences.
Offering fans a range of customized fan experiences throughout the NBA and WNBA calendar year, these premium packages include access to exclusive basketball events, as well as tours and meet-and-greets.
In a press release, DoorDash CMO Kofi Amoo-Gottfried expressed excitement about building new experiences in the upcoming season, discussing how the new campaign celebrates basketball's massive impact on pop culture.
"Working with Kurtis to bring this to life was an unmatched experience, and we hope fans enjoy the reimagined hit — and its nod to the past, current, and future of basketball — as much as we do," he concluded.
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In addition to unlimited $0 delivery fees and exclusive members-only deals, DashPass is also adding a few fun promotions into the mix.
First, DashPass will give its members exclusive access to NBA and WNBA fast pass lanes, lounges, and more.
Additionally, the brand is introducing a new promotion that unlocks a $5 discount for any restaurant order (available from noon to midnight the next day) whenever a player scores 50 points or more in a single game.
DashPass entices customers with exclusive perks and premium services that add to the prestige of the program.
Leaning heavily into experiential marketing, it gives loyal customers and fans unique branded experiences that won't be easily forgotten.
Playing Basketball
Directed by Dave & Cassidy Meyers, the music video also features a guest appearance and a modern verse to the classic beat from New Jersey rapper Lola Brooke.
"Basketball 2.0" opens in a small neighborhood basketball court, where members of the community hang out and play hoops.
Several clips of friends enjoying the game flash by in a montage as Blow shows up and begins to lay it down, putting a modern spin on the lyrics.
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NBA stars Jalen Brunson and Josh Hart, as well as WNBA legend Sue Bird, also make an appearance, facing off against street hoopers in an intense match.
The music video comes to a fiery end as Brunson and Hart pull off an alley-oop dunk with a flaming ball off the backboard, setting the basket on fire.
DoorDash has ramped up its athletic partnerships over the last few years. Last month, the brand launched a football-themed ad starring former New England Patriots General Manager Bill Belichick.
