Uber Ride and Dine SXSW
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 a successful kickoff in New York City, it was time to take the bus on the road. First stop – SXSW, where Manifold enlisted Chef Nic Yanes, known for his work at Austin favorites Uchi and Juniper, to host a once-in-a-lifetime dinner 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 Austin each day. Chef Yanes sourced local ingredients to create unique dishes that reflected the rich history of Austin’s neighborhoods, including North Austin where the flavors of Thai, Japanese and Chinese cuisines collide, East Austin where the taste of Tex-Mex is king and Downtown Austin, featuring progressive Italian food with modern presentation techniques.
- Campaign Management
- Creative Direction
- Mobile Installation
- Public Relations
- Social Media
- Video Production
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 Chef Yanes 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 festival going on below.
Parked on a lush turf lawn, the bus anchored the footprint of casual block seating, meticulously hand drawn chalkboard signage and a canopy of twinkling café lights overhead. To catch the eye of festival-goers, on an active SXSW corner, a radiant Uber sign made of individual blocks lit up each evening, creating a warm and inviting glow.
Uber plans to continue serving up this double decker experience in additional cities in 2018.
Winner, Best Mobile Marketing Campaign, 2018
The company worked with chef Nic Yanes to create a menu that reflects Austin’s neighborhoods with flavors including Thai, Japanese, Chinese, Tex-Mex, and Italian.
Parked in an activation footprint with seating, chalkboard signage and overhead party lights, the brand served up local neighborhood-inspired tasting menus from Chef Nic Yanes of Austin’s Uchi and Juniper.
Uber, the taxi and food delivery app, has created a dining experience at the top of a double decker bus at South by Southwest in Austin, Texas, to promote its Visa card.
The rideshare company hosted dinners in a double-decker bus for riders with local chef Nic Yanes to celebrate the release of its new Uber Visa credit card.