• by Danielle Oster , Yesterday

DoorDash’s red delivery bag is hitting the road for the summer, literally.

The delivery service brand launched a campaign featuring a giant representation of its recognizable red bag in the form of a 15-foot-tall traveling OOH installation. Developed in collaboration with creative agency Gut Los Angeles, DoorDash’s BagMobile made its debut in Miami on June 3, and will appear across a number of locations in that city through June 17. It will also make a series of stops across Chicago, from June 18-July 2. BagMobile promoters will be handing out free items tailored to individual locations, like sunscreen for a stop near Chicago’s Wrigley Field and beach towels on Miami’s Ocean Drive.

“DoorDash helps you get what you need, when and where you need it,” Julio D'Alfonso, co-head of creative at DoorDash’s in-house creative studio, Superette, said in a statement. “The BagMobile tour brings that idea to life in a bold, fun, and hyperlocal way. It’s more than a pop-up — it’s a community-first celebration of how DoorDash can be your life assistant, wherever you are.”

DoorDash previously teased the OOH activation with a “Roof Goof” stunt, in which a DoorDash bag was conspicuously left on the roof of a vehicle as it drove around Chicago and Miami. Those who flagged down the driver to alert them about the bag on their roof were rewarded with a $15 DoorDash gift card, and given a  flyer listing the pop-up locations for “The BagMobile” stops in their city.

DoorDash will announce further cities where the BagMobile will make stops for the remainder of its summer tour in the coming weeks. 

The campaign follows last month’s “DoorDads” Mother’s Day campaign, and a “Dog Friendly” ad in April for National Pet Day.

“I feel pretty comfortable that there's still a lot of room for us to continue to drive leverage from an overall sales and marketing perspective,” DoorDash CFO Ravi Unikonda said during a recent earnings call with investors, adding that the business volume tended to pick up for DoorDash in the second half of the year, due to the seasonality of the business.