In November 2017, Uber in partnership with Visa announced a first-of-its-kind credit card for the ride-hailing industry and its customer base. This card was designed to connect the dots for digital on-the-go urban millennials and provide rewards for everything they love, from dining and travel to online shopping and Uber trips. To generate awareness, drive earned media coverage, social impressions, and educate targeted influencers and media, the client approached BMF to develop a robust experience effectively highlighting the card’s unique 4/3/2/1 value proposition, while positioning Uber as an aspirational lifestyle brand.
The bmf approach
To bring the Uber Visa’s ultimate card member experience to life, BMF created “Road to Rewards,” a highly curated four-day experiential weekend in Los Angeles for a select group of top media and influencers. 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 as 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.
The dynamic, highly visual itinerary of social capture-worthy moments not only inspired live content generation for real-time social impressions, but also created an environment for brand executives to interact with media and influencers face to face, offering brand facts and context that positively shaped the depth of messaging in the earned coverage following the trip.
#ubervisacard + #roadtorewards Impressions
Activations Over 4 Days