Uber Ride and Dine SF
About the project
To celebrate the launch of the Uber Visa card, Manifold converted a double decker bus into a unique elevated dining experience. After the launch in New York City, and a weekend at SXSW in Austin, the bus headed to the West Coast where a team of San Francisco’s finest chefs hosted once-in-a-lifetime meals for a small, invite-only group of Uber power users, frequent riders and media.
To drive awareness and excitement for the new card, two seatings of nine lucky riders and their +1’s were treated to a taste of San Francisco, each day. Different from our previous activations, we enlisted a different chef to celebrate their neighborhood each day.
- Campaign Management
- Creative Direction
- Mobile Installation
- Public Relations
- Video Production
Park Tavern’s Executive Chef, Jennifer Puccio, focused her menu on the freshest seafood the California Coast has to offer and a nod to the history of Italian culture and food of North Beach. Prior dinner being served, Chef Puccio served local oysters with a hands-on shucking demonstration.
The Mission District is a neighborhood that has led the country in culinary innovation over the last decade. Chef David Barzelay, of Lazy Bear, contributes to this innovation through the incredible wild and foraged produce of the San Francisco Bay Area. Chef Barzelay created a meal that celebrated spring’s harvest, with a menu informed by a deep sense of nostalgia for our shared American eating experiences and their intrinsically delicious flavors. During amuse-bouche, he spoke to the wild edibles of the Bay Area as well as his foraging experiences.
Belaga Chef, Anthony Tanagretta, mixed things up with a brunch event where he explored the traditional flavors of Belgian dishes, colliding them with the playfulness of San Francisco dining culture for a truly one-of-a-kind experience. To provide an interactive element, Chef Tanagretta assembled waffle cones onsite while discussing his childhood morning meals and the traditional European-style breakfast that inspired his menu.
The bus exterior was inspired by the card art, with a sleek black finish and Uber’s signature rainbow gradient ‘bit’ design. By drawing a line between bits from areas of earnings ‘Earn 4% back on dining’ to areas of reward ‘Redeem on rides and more’ we created a visual cue, connecting the dots for prospective cardholders and emphasizing rewards at every turn.
Inside the bus, the colors and clean, square lines of the furniture and place settings, continued the pattern in a more subtle way, creating a pleasant dining experience. On the lower level, guests were able to mingle with that days chef and ask questions about the menu. The upper level served as the main dining room, complete with candlelit tables, soft music and a clear canopy highlighting the bustling city going on below.
Returning to Uber’s home city of San Francisco was a great way to close out the successful three-city tour.
Winner, Best Mobile Marketing Campaign, 2018
Manifold worked with Uber on all aspects of the fully-custom Uber Ride-and-Dine bus from strategy, to creative and design to production and fabrication. Looks like a pretty cool activation.