To celebrate the launch of the Uber Visa card, Manifold converted a double decker bus into an elevated mobile dining experience and engaged one of New York City’s top chefs, judge on Food Network’s, Chopped, and Iron Chef, Alex Guarnaschelli, to create neighborhood-inspired meals for a small, invite-only group of Uber power users, frequent riders and media.
Uber and Manifold partnered to help drive awareness and excitement for the new card, acquire cardholders and successfully drive off-Uber spend, through a truly unique dining experience for their guests.
- Creative Direction
- Mobile Installation
- Public Relations
- Social Media
- Video Production
Each day, two seatings of nine riders and their +1’s enjoyed a taste of New York’s rich history. As the bus traveled around the city, the menu, designed by Chef Guarnaschelli, transformed and drew inspiration from each neighborhood, including: The Union Square Green Market, the Jewish community and culture in Brooklyn, and the Gilded Age of New York City in Lower Manhattan.
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, evocative of a real NYC restaurant. On the lower level, guests were able to mingle with Chef Guarnaschelli 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 views of the city skyline above.
The experience was so well-received, Uber is planning to tour the bus to additional targeted cities across the country in 2018.
Winner, Best Mobile Marketing Campaign, 2018
The two companies partnered with experiential marketing firm Manifold to create a rad double-decker dining experience in New York City.
A moveable feast: First Uber eats, now it cooks.
Instead of utilizing one of its sedans, the app-based ride-sharing service revved up a double-decker bus that it converted into an elevated mobile dining experience.
The idea was to create something that would appeal to our target Uber Visa card audience and also be a bit of a spectacle at the same time, something that would be Instagrammable.