Uber at Austin City Limits
About the project
Uber believes that movement ignites opportunity. And, what better way to provide opportunity to local Austin musicians (who also drive on the Uber platform) than to invite them to play their original music live on stage alongside one of the country’s largest music festivals — Austin City Limits.
Uber asked us to create a shareable activation that connected songs and artists that Uber riders love most, with their passion for live music, all while providing their drivers with a chance to showcase their own musical passions.
For three days, music fans were invited to join the experience at Uber Radio Live, a fully interactive live music activation featuring a stage re-imagined as a larger-than-life car radio – complete with knobs that turn and buttons that push.
Services Provided
- Campaign Management
- Creative Direction
- Public Relations
- Social Media
- Video Production
Before and after special pop-up performances by local artists, fans had the unique opportunity to control the playlist performed by a live cover band, Hanna Barakat, and hear their songs “arriving now,” on their way to the fest.
When participants arrived they were greeted by Brand Ambassadors, who were collecting votes via iPad, for which songs they would like to hear next on the Uber Radio Live stage.
The options were set up in “battle format” with two songs pitted against one other, such as Childish Gambino “Redbone” vs. Gnarls Barkley “Crazy or Bishop Briggs “River” vs. Hozier “Take Me to Church, with the songs that received the most votes being played live onstage. As an added incentive, participants received an exclusive promotional code for $10 off an Uber ride.
Along with live requests, there was a surprise ACL VIP wristband giveaway. To qualify, attendees were asked to take a picture at Uber Radio Live and post it to Instagram with the hashtags #UberACL and #Sweepstakes. Over the course of the activation, ten lucky fans were selected to receive wristbands.
As an added social opportunity, a photo booth in front of the stage allowed participants to send themselves their custom Uber Radio Live GIF.