MISSION
Activate Uber Eats food service in a festival environment to recruit new users as well as humanize their digital platform to increase brand love and Uber Eats brand score among the festival visitors.
TARGETS
– Get brand exposure to increase awareness
– Increase brand score/liking among the festival crowd
– Recruit new Uber Eats users (downloads of the app)
– Interact with 50% of the festival crowd
– Deliver high quality food and service in a festival environment
– Impress new users to the extent they stay active customers
SOLUTION
MKTG created a full activation concept with the purpose of bringing the digital Uber Eats app to life and communicate their brand in every little detail. The visual core was a green box set up that invited guests to hang out, relax and enjoy delicious food.
The activation was based on the Uber Eats service of getting great food delivered to you. The food was easily ordered through the Uber Eats app and delivered by our specially recruited couriers. You would simply sit back, relax and let the food come to you. To further trig the visitors to use our service the first meal was for free with their first order. To make sure that we served the best food at Way out West we handpicked two food trucks to collaborate with; The Good Gringo, a Mexican food truck with roots from San Francisco, and Indian Street Food, serving the best authentic Indian Street food I Sweden.
The Uber Eats hangout, a unique set up built out of a cube system, was a great success. The area consisted of eight boxes to enjoy your food in, surrounded by a 100 square meter chill area. You could also enjoy a cozy backside where the food trucks were found together with even more chill spots. The festival crowd loved it! People where literally queuing to get their hands on a box to climb in with all of their friends and chill.
In strategically chosen places at the festival you would also find The Uber Eats Pick Up Points, places where a lot of people would hang out and appreciate to get food delivered. Not only did they work as a service for the festival goers, to where you could get your food delivered, but also served as great exposure points. The Pick Up Points where really popular and with a constant stream of Uber Eats dressed couriers delivering food out to them, we also managed to get a lot of attention.
