Cannes Lions

Free Cone Fridays

UBER HQ, San Francisco / UBER / 2018

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Overview

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Credits

Overview

Description

One Collectible Cone. Endless ice cream.

We created Free Cone Fridays—a partnership with McDonald’s where anyone with a limited edition, Collectible Cone Koozie from Uber could unlock a free soft serve every Friday for 7 weeks total. Just present your koozie, and receive free ice cream. Supplies were limited. For 1-day only, people could request a Collectible Cone Koozie in the Uber app in 10 North American cities, or claim one from a melting ice sculpture in NYC. Branded ice cream trucks delivered the good—reducing operational burden to drivers.

Drivers and their families got the scoop early and were given collectible cone koozies at ice cream socials a day before they became available to the public.

Execution

Implementation: We launched the idea with The Meltdown—an 11,000-pound block of ice containing 100 Collectible Cone Koozies in Union Square, New York. To get a cone, people could dig into the ice—or request one in the Uber app in 10 cities across North America.

Drivers did not deliver any Collectible Cone Koozies—removing the messy delivery mechanism that was problematic for drivers. Instead branded ice cream trucks delivered the goods. They were also given Collectible Cones a day early at ice cream socials.

Anyone who was not matched with a Collectible Cone was sent a coupon for a free McFlurry through Uber Eats—ensuring everyone got an ice cream.

Timeline: Six weeks from concept to launch

Placement/Scale: Collectible Cone Koozie delivery for riders and ice cream socials for drivers in 10 cities; ice sculpture in one. Paid media support week leading up to launch. Soft serve refills at McDonald's for 7 weeks.

Outcome

We had over 250,000+ requests for Collectible Cones.

The campaign led to 10% shift in brand favorability amongst 18-24 year olds.

The Collectible Cones had a statistically significant impact on users’ Rides and EATS behavior increasing trips and orders.

And users who visited the Ice Cream landing page spent an average of 4:21 on the page, up from 1:06 the year prior.

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