Cannes Lions

The Weeknd ‘Beauty Behind the Madness’ UberXO Experience

UNIVERSAL MUSIC GROUP, New York / UBER / 2016

Case Film
Case Film

Overview

Entries

Credits

Overview

Description

Back in 2011, Abel performed his first real show at the 600-person capacity Mod Club in his hometown of Toronto, Canada—a milestone for the then-emerging artist. Four years later, he brought his career full circle, returning to the stage where his illustrious career began. He would debut his most anticipated album to date, Beauty Behind the Madness, just days before its official release.

In a partnership with Uber, The Weeknd was able to create a one-of-a-kind experience that his fans would never forget. He engaged fans using the Uber platform as a contest for a live performance where he would debut music from his then-upcoming album.

Execution

The performance was announced the day-of and instantly sold out. Through the Uber platform, the Weeknd was able to both thank his most loyal fans and put on the show of his career for 600 people performing songs from Beauty Behind The Madness, days before its release, celebrating his breakthrough year with help from his hometown following.

Outcome

The response was massive and even resulted in an unprecedented pair of Instagram posts from The Weeknd himself (5MM followers).

2 Instagram posts from The Weeknd / 1 RT

2K RTs on our announcement tweet / trending in Toronto

5M+ social impressions

4K applications of the promo code

12K+ requests / 2.5K unique requests

2 unique videos

1 driver partner shown serious #UberLOVE

1 unforgettable evening for Uber users and The Weeknd super fans

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