Uber.
Uber launched a backseat arcade game activation in a campaign via EssenceMediacom, Livewire and Special.
“With the Backseat Arcade we were able to bring our Can’t Do That If You’re Driving platform to life right in the moment, reminding Aussies of all the great things that can happen when you’re not driving,” said Uber Australia’s marketing manager, Dan Greenberg.
“Working with EssenceMediacom and Livewire to recreate some classic arcade vibes with the perfect amount of nostalgia is a win-win: bringing some fun to the backseat and rewarding riders for riding with us again.”
For two weeks in December, passengers riding with Uber had the chance to be served the Backseat Arcade directly within the Uber app.
Riders could play three classic retro games – Snake, Meteors, and Brick Breaker.
“Uber Backseat Arcade is a brilliant example of how creativity and technology can transform everyday moments,” said EssenceMediacom Sydney head of strategy, Marine Turner.
“We identified the opportunity to go beyond traditional reach into immersive gaming experience and by turning travel time into playtime, we’ve made Uber rides more memorable and rewarding for passengers, while reinforcing Uber’s position as a brand that delivers unique experiences.”
By tapping to play, passengers competed for high scores and unlocked discounts of up to 30% off their next trip.
During the activation, nearly 20,000 users played during Uber rides, with Snake proving to be the most popular game and making up more than half of all gameplay.
“Our collaboration with Uber, EssenceMediacom and Special showcases the immense potential of gamification to enhance everyday experiences,” said Livewire APAC general manager, Adam Fischer.
“By embedding these classic games directly into the Uber app, we’re not just providing entertainment; we’re creating a unique, memorable brand touchpoint that resonates deeply with the gaming community and beyond.”
The average play duration was more than four minutes, with 90% of users playing for more than one minute, and 3,000 repeat plays.
Nearly 8,000 promo vouchers were won and claimed.
“Backseat Arcade is a wonderfully simple demonstration of the truth behind “Can’t Do That If You’re Driving” and a powerful reminder that I’m terrible at Snake,” said Special group creative director, Simon Gibson.
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