OBJECTIVE
Generate awareness, drive earned consumer-facing media coverage, social impressions, and educate targeted influencers and media on the attributes of Uber’s newly launched Visa card.
ABOUT THE PROJECT
To effectively communicate key points, we created a robust 4-day experience in Los Angeles effectively highlighting the card’s unique value proposition, while positioning Uber as an aspirational lifestyle brand to generate general consumer, and entertainment press coverage to reach a broader audience.
BMF developed a 4…3…2…1… narrative to memorably communicate the value proposition of the card’s 4% back on dining, 3% back on travel, 2% back on-demand/online Uber rides, and 1% back on all other purchases, plus access to exclusive tickets and experiences.
The elements of each activity – such a behind the scenes visit with Kevin Hart on set, a private poolside concert from Wrabel, and VIP access to a concert with LCD Soundsystem – represented a specific card member benefit and dimensionalized how the newly launched Uber Visa Card was designed with curious, cultural tastemakers in mind.
RESULTS
- 2,500MM+
Media Impressions - 7.4MM+
Social Impressions - 4.3MM+
#ubervisacard + #roadtorewards Impressions - 14+
Activations Over 4 Days
HOW WE COLLABORATED
Integrated Marketing Planning/ Campaign Development/ Visual Identity & Brand Creative/ Media trips + Experiences/ Targeted Media Outreach/ Influencer Relations, Content & Creators/ Entertainment Marketing/ Stunts/ Reporting + Monitoring
