MUSE Platinum

2022

The Picky Claw

Entrant Company

DoorDash

Category

Experiential & Immersive - Brand Engagement Event

Client's Name

DashMart by DoorDash

Country / Region

United States

DashMart is a new type of neighborhood grocery store brought to you by DoorDash. Having recently launched in New York City, a crowded market with a particularly selective audience, DashMart needed a way to stand out. To show that DashMart’s obsession with the customer experience takes the cake, DoorDash's creative studio teamed up with VTProDesign to create "The Picky Claw," a ridiculously delightful arcade-style claw game where everyone is a winner. Set up in SoHo for a 10-day installation, The Picky Claw was a magnet for NYC locals and influencers — even with its hours-long line around the block every day. Each player selected a piece of produce from the window display with the claw, using a joystick. The produce dropped into a custom, reusable grocery bag before being transported by a conveyor belt behind a curtain. Then upon receiving their bag, each player found their selected fruit or veggie inside, plus additional DashMart swag, local NYC snacks and drinks, and limited-edition collabs with some of NYC's favorite local brands. The Picky Claw showed New Yorkers that DashMart always over delivers — on fresh, quality produce, and a great customer experience.

Credits

Chief Marketing Officer, DoorDash
Kofi Amoo-Gottfried
Senior Director, Brand Marketing, DoorDash
David Bornoff
Senior Director, Consumer Brand Marketing, DoorDash
Katie Daire
Senior Director, Product Marketing, DoorDash
Brandon McGraw
Manager, Consumer Marketing, DoorDash
Lauren Schrimmer
Senior Associate, Consumer Marketing, DoorDash
Alisha Sahay
Executive Producer, DoorDash
David Schiavone
Director, Creative Studio, DoorDash
JT Pierce
Executive Creative Director, DoorDash
Mariota Essery
Creative Strategist, DoorDash
Hannah Gulla
Brand Supervisor, DoorDash
Abby Bornstein
Creative Director, DoorDash
Chris Allick
Creative Lead, DoorDash
Shasta Mattey
Senior Editorial Copywriter, DoorDash
Erin Woolf
Designer, DoorDash
Jamie Nichols
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