Creativity

Uber Reaches Out to Its Drivers With a Pop-Up Drive-In Theater

Baltimore Activation Was Part of Brand's 180 Days of Change

By Ann-Christine Diaz. Published on Oct 12, 2017

Editor's Pick

Ride-sharing platform Uber has been plagued by scandals in recent months, so it's been trying to make good with its drivers with an initiative called 180 Days of Change. As part of the campaign, the company opened an Uber-branded pop-up drive in Baltimore and invited its local drivers to stop by with their families to enjoy entertainment, food and fun, at their own convenience.

For twelve hours, the brand took over the city's Bengies Drive-In Theater, transformed into a retro 1960s themed outdoor theater. Two films, "Lego Ninjago" and "It," played on the screens, while Uber families could also enjoy a live stream of the Baltimore Ravens football game, plus eats from local restaurants and food trucks.

"So much of our relationship with drivers happens through our technology," says Britt Williams, Head of Driver Marketing Strategy at Uber. "It's really important to connect face-to-face in the cities where our drivers live and work and given the rich history of Bengies Drive-In Theatre, we felt it was a perfect fit."

The activation promoted Uber's brand credo of "flexibility." For drivers outside of Baltimore, Uber invited them to stop by its Greenlight Hubs in cities including San Francisco, Dallas, Houston, Portland, New Orleans, Chicago and Detroit, among others. There, they could pick up free movie packages with tickets, candy, popcorn and more--as well as an explainer on what new features are now available to them since 180 Days of Change debuted on June 20, the very day its controversial CEO Travis Kalanick stepped down from his post.

The initiative promised to make lives better for Uber drivers, with the announcement of such features as tipping, elimination of unpaid wait times or shorter cancellation windows.

"We found the best way to speak to our drivers as a brand was through actions," Williams says. "180 days is our way to show our sustained commitment to change. It also signifies a turnaround. We're using this period to address the feedback we've heard most from drivers and hit the reset button."

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About

Credits

Date
Oct 12, 2017
Client:
Uber

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