With nearly 5 billion rides given, presence in 78 countries, and 87% of the ride share market, Uber seemed unstoppable at the start of 2017. At the time, I was interviewing for a Marketing Manager position and was given a fun project during the interview series.
The Challenge
Create & pitch a marketing plan in 48 hours answering these 2 questions:
- How would you successfully launch UberEATS in Seattle?
- How would you capture typical & non-typical UberX users after launch?
The Solution
“The Eatsperience” campaign where 1 out of every 7 UberEATS orders would come with a surprise experience, such as a 3-piece mariachi band with your wet burrito, an Acapella serenade with your spagetti bolognese, or belly dancers with your Mediterrean salad. All cuturally relevant to the cuisine you ordered and exclusively available in the 1st two weeks of launch.
The campaign would have a “sneak peak” launch with local social influencers so they could build excitement through social before reaching the general public. Needless to say, they loved the concept.
For part 2, I chose to appeal to young professionals (i.e. typical UberX users) by leveraging live Uber experiences as chances for users to try restaurants near drop offs while offering an “On The Fly” meny with select cars stocked with fresh salads, subs, and other light fares for hungry riders. “A fare with your fare.”
To appeal to middle-age professionals with kids (i.e. non-typical UberX users), we had the idea of assignable food credits to kid’s accounts on their smartphones. An additional idea was planned partnerships with pizza chains for helping in peak hours in return for a chance for cross-promotion and building brand awareness. A typical scenario would involve Uber drivers delivering pizza fitted in UberEATs packaging, coupled with a spoken plug and promo code to order much more than just pizza through EATS.
Skills Used
- Graphic Design
- Copywriting
- Strategy
- Influence & Persuasion
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