Uber Eats continues Australian Open sponsorship with interactive ad

27 January 2022
 

Uber Eats has continued its Australian Open sponsorship with a campaign that allows viewers to choose their own endings.

The "Choose your own AO", created with Special Australia, features Ash Barty, Nick Kyrgios, and Todd Woodbridge in a series of films that each propose alternative endings. To see how the story unfolds, viewers must scan a QR code of their choice.

In its fourth year as an Australian Open sponsor, this year’s campaign promotes grocery delivery service on the app.

“Going into our fourth year at the AO we wanted to do something different,” says Uber Eats AUNZ head of marketing David Griffiths.

“Something that made Aussies stop what they were doing and go on an entertainment journey. Having such adventurous content available exclusively online is daring but with Uber Eats offering more choice than ever with new categories like alcohol, grocery and personal care items now available on the platform - it made sense to reflect that choice and give the audience the freedom to pick their own adventure.”

The three-week campaign is an extension of Uber Eats’ brand platform "This Calls For".

"Since Uber Eats sponsored the Aus Open, they've become known for playing with the viewing format,” says Special Australia creative director Sarah Parris.

“We've ambushed, we've made the tennis score a game, now with Uber Eats offering even more delivery choice with groceries, it seemed only fitting to let the actual mechanics of the idea bring that to life."

In addition to taking in the campaign, there are easter egg promotions on groceries and alcohol scattered throughout to reward people for engagement.

The sponsorship is being aired across TV, social, online, and OOH, as well as reactive social content, created by Hello Social, during the tennis.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus