Doors Are Always Opening - Instant Opportunity
While we produced the broadcast and OOH campaign with 72 and Sunny our ECD decided to bring all other work in house. The first task was to find a way to bring the motto of the campaign “Movement Ignites Opportunity” to life with a handful of stunts. We took to Instagram Stories and used targeted posts to tell folks about an “Instant Opportunity” in their area. We started in Austin with Tacos and Kayaks on Ladybird Lake then sent people on a quick hunt for free tickets to Voodoo Music and Arts Festival in New Orleans and ended in NYC to partner with the Guggenheim for free entry to the whole museum. I built teams to capture, edit and deliver content while on the ground and developed all partnerships for each activation.
Austin, TX - Rowing Dock & Taco Flats
Before the start of Austin City Limits Music Festival we sent a post out to let people know Uber was treating them to free boat rentals at Rowing Dock and all the free tacos they want from the Taco Flats taco truck.
New Orlean, LA - Voodoo Music and Arts Fest
The Friday before Voodoo Festival began we sent out a post that the first 50 people to meet us at The House of Blues would receive 3-day passes to the festival. We didn’t know what demand would be but ran out in an hour.
New York City, NY - Guggenheim Museum
As a part of celebrating Uber’s partnership with the Girlboss Rally our team wanted to celebrate Guggenheim’s historical exhibit of Hilma af Klint. I developed a partnership to put Uber on Guggenheim’s Technology Council and we gave the opportunity to hundreds of people to visit the museum.
Doors Are Always Opening - Paid Social
The second task for our in house team was to find ways to marry assets from the :15s with product features for use in paid social. I worked with a team of editors, production designers and motion designers to keep the spots lively while illustrating features.
URL -> IRL
The third task was to create a handful of low-lift content for social hygiene. We ran with the idea that movement ignites opportunity and made short, social first spots that contrasted internet and social media tropes with real world activities.