At a time when Uber’s brand reputation was the lowest in the company's history, we had to reinvent Uber Ice Cream to be engaging in a generous, genuine and joy-inspiring way.
Instead of spreading the joy of ice cream once, we delivered it over and over again with Free Cone Fridays.
First, we partnered with McDonald's to ensure people could get ice cream wherever they turned. Then, we created limited edition collectible cone koozies. Cones that were key to unlocking free soft serve every Friday at participating McDonald’s.
There was only one-day to claim a collectible cone—by requesting it in the Uber app. Those that were lucky enough to match were sent a collectible cone, ice cream and swag—all delivered in a branded Uber Ice Cream truck.
But the real magic started every Friday thereafter, when the ice cream taps were open and the ice cream was was flowing.
People loved Free Cone Fridays. Over 240,000 people requested Collectible Cones in 10 participating cities across North America. Ice cream lovers spent an average of 4 minutes and 23 seconds on our landing page, up from 1:06 from the prior year, making it one of the best performing uber.com pages in 2017. Most importantly, Free Cone Fridays helped positively shift brand favorability with a 10% gain in favorability amongst 18-24 year olds and 4.8 % shift in people who previously viewed Uber as “somewhat favorable.” All in all, Uber Ice Cream reminded kids of all ages that the best summers—and cones—are the ones that never end.
Executive Creative Director: Paulie Dery
Associate Creative Director|Copywriter: Adam Starr
Associate Creative Director|Art Director: Lee Riley