DoorDash Now Accepts ‘Kid Currency’ Like Beads & Seashells To Buy Moms Flowers
By Mikelle Leow, 12 May 2023
Moms have full-time jobs they can never clock out from. Yet, it is often up to them to pamper themselves on Mother’s Day. A 2021 OnePoll survey shows that 54% of moms have had to buy their own Mother’s Day gifts.
In DoorDash’s view, a big part of this is because the little ones don’t have the savings to get their primary caregivers a presen, even if they want to.. So, this year, the platform is accepting tokens that they actually own, like buttons and drawings, to exchange for bouquets in a wholesome initiative conceived by creative independent agency GUT Los Angeles. It’s the thought that counts, remember?
The delivery provider is taking in what it calls ‘Kid Currency’ that allows children to buy flowers in appreciation of their moms, and have the surprise sent to their doorsteps in time for the special holiday.
The campaign works this way. From May 12 to 13, DoorDash will run an online ‘Flower Auction’ on its Instagram, TikTok, and Twitter channels, where kids can bid on flowers using what currency they have—be it a set of googly eggs, beads, seashells, toy bricks, doll shoes, or even earthworms (egads). The jury is out whether a handful of lint they’ve mined in their pocket counts.
Parental figures or guardians of the young gifters are asked to share a photo or video of the prized possessions with the hashtags #KidCurrency and #Sweepstakes, and tag @DoorDash. The brand will then randomly pick 400 “bids” to be entitled to a promo code for US$75 off an order of flowers on the DoorDash app.
For many customers, their orders will be offset as the platform has a selection of bouquets priced under US$50.
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