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Uber Ride and Dine

Transportation and Hospitality

Uber

2018

New York City, NY, USA

Opportunity

Uber saw the opportunity to introduce the launch of the new Uber Visa Card and cement Uber Eats into their brand offerings. They wanted to (literally) drive awareness and excitement while treating their brand ambassadors and media influencers.

Solution

They created a double-decker, custom-wrapped bus that transformed into a unique dining experience for their invite-only group of participants. Riders got to experience New York’s history through the drive, and enjoy some of the most authentic New York food by a Food Network master.  

Activation Breakdown

  • Partnership with Food Network Chef Alex Guarnaschelli.

  • A custom-wrapped double-decker bus with a custom interior.

  • Media invites.

Results

  • Impressions from passersby. 

  • Increase sales of the card. 

  • Increased media impressions.

Takeaway

This activation went further than traditional marketing. Instead of putting a custom-wrap on any bus, they made the entire ride an experience. They treated their brand ambassadors with a once in a lifetime opportunity and got to experience. They were smart in choosing dining to complement Uber Eats and it was a great way to get the message out into the world and since it is mobile, this activation is able to continue on the road in other cities.

1 Uber Ride and Dine. (n.d.) Manifold. https://www.wearemanifold.com/work/uber-ride-dine/

In Action

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