With the Uber Visa Card, riders can turn activities they love—like going to brunch, taking weekend trips, and shopping online—into Uber credits, statement credits, or gift cards.

In the Uber app, riders can tap a button to redeem credit card points for credits—an easy and seamless integration for consumers.

This best-in-class card was designed around specific insights:

Frequent Uber riders overindex on dining, shopping, and travel compared to other millennials.

They crave and value experiences over material objects and love instant gratification.

The Uber Visa Card offers 4% back on dining, including takeout and Uber Eats, with no annual fee. To introduce this best-in-class dining benefit, we created the Ride & Dine bus—a custom double-decker restaurant on wheels with a menu that changed based on its destination. At launch, celebrity chef, Alex Guarnaschelli, welcomed top riders aboard in NYC and cooked for them along the way.

Paid social campaign:

Used lifestyle photography to create motion and still assets that highlighted how the Uber Visa Card makes everyday millennial activities more rewarding. Example, rosé all day helps earn your ride home. Three phases of messaging helped drive awareness and acquisition of cardmembers.

Activations:

Ride and Dine Bus. Two seatings of 18/per day in three cities in the USA for a total of 9 days

Timeline: 2 months from concept approval to first seating

Regional activations: At launch, wrapped cars to resemble Uber Visa Card in 5 major cities

Influencers:

Invited aboard Ride and Dine Bus. And ongoing content throughout year.

PR/Comms: received 30+ articles following launch

Email/In-app: announced via emails sent to existing riders within our target. Utilized in-app placement to encourage people to sign up for the card.

Business impact

Over 150,000 applications in first 30 days of Uber Visa Card launch

The Uber Visa Card is driving incremental trips in cardholders

Card members have redeemed millions of points for Uber credits since launch (exact number in confidential section)

Response rate to Ride and Dine Activation

NYC - sold out within 1 hour

Austin:

431 emails sent with a 38% open rate with a click thru rate of 22% ( above Uber average)*. Sold out within 22 hours.

SF

5,512 emails sent with a 58% open rate and a 24% click thru rate (far above Uber average)* and sold out within 6 minutes.

Total Impressions: 4.3+ million impressions with over 38,721 interactions (likes, comments, shares) from NYC influencer content alone

*The average open rate in US/Can is 20%-25 and the the average click-through rate in US/Can is 2%-5%