When it comes to the playoffs, Uber delivers.
Uber | The Championship Drive
When the Raptors made the NBA finals, their newest partner, Uber, didn’t want to miss out on the excitement. Uber wanted to join in on and harness the excitement of GTA Raptors fans.
Uber asked Behaviour for a unifying idea that could launch both Uber Pool and Uber Eats into the fun of the Raptors’ run. The idea would need to produce daily content in app and happenings in real life. To add to the challenge, deadlines were crazy tight and Uber was operating without an established sports strategy.
INSIGHT
We thought to ourselves, what could link Uber, Uber Eats, Uber Pool and the Raptors seamlessly for the fans?
IDEA
From there, we developed a two stage campaign that connected both Uber Pool and Uber Eats to the magic of the moment.
STAGE 1
Uber Pool | All in for the Raptors Playoffs
Mission #1:
Drive membership and trial of Uber’s new Uber Pool service.
We harnessed the fan camaraderie that had come alive in the playoffs. With help from The Raptor, we surprised unsuspecting fans with playoff tickets while they shared rides in an Uber.
The content from these surprise encounters helped Uber amplify the shared excitement of Uber Pool’s ride-sharing.
The activation featured content across multiple platforms and not only celebrated the fan experience but also drove Uber Pool membership and trial.
105K
Incremental
Trips
The campaign delivered 105,000 incremental trips and saw huge trial numbers for Uber Pool during the Raptors playoffs.
115M+
Unique CDN
Viewers
The campaign boosted Uber Pool’s brand awareness and drove significant app downloads with 115 million-plus unique Canadian viewers.
+5.7%
Brand
Awareness
The campaign allowed Uber to activate in-app, in-stadium and across paid media resulting in a 20% lift in brand sentiment and 5.7% boost in brand awareness.
STAGE 2
Uber Eats | Delivers Playoff Excitement
Mission #2:
Drive awareness and trial of Uber Eats’ delivery services amongst Raptors fans.
We inserted the brand right into the official Raptors playoffs coverage with social content, surprise food deliveries to sportscasters on live TV, and a high-profile food-delivery stunt at Jurassic Park. We titled that stunt Uber Eats’ Jurassic-Sized Delivery.
12K
Surprise Food
Deliveries
Uber Eats cemented itself as the go-to meal service for Raptors fans during their historic 2019 championship run with 12,000 surprise food deliveries.
106M+
Total
Impressions
The campaign delivered 106 million-plus total impressions and 16% lift in brand sentiment.
7.5M
Earned
Impressions
Game day stunts including delivering 3200+ McNuggets boxes delivered to Jurassic Park resulted in 7.5M earned impressions.
