Target:

Existing Driver Partners with a focus on those in greater Baltimore

Shift Brand Sentiment:

Generate national awareness of the activation that garners positive brand sentiment around driver appreciation using a nostalgic and magical family experience

After we identified the iconic, 1950s Bengie’s theater touting the “largest screen in America”, we partnered with it’s 4th generational owner, D. Vogel to restore the 1950s theater with NYC production company The Bindery and local Baltimore fabricators and artists. Working closely with D. we found blueprints from the original 1956 theater and worked with him to transform it back to it’s original form over a 2 week span.

We custom retrofitted the following elements:

Marquee welcome sign

Original ticket booth

Concessions stand interior + exterior

Custom murals from local Baltimore artist, Mike Ecker

Custom branded cups, popcorn buckets, napkins and swag

We brought in fully restored 1950s cars

Created animated film interstitials to be used on the big screen welcoming drivers and their families

Goal 1: Improve driver sentiment

The Drive-In was the physical manifestation of Chapter 3: Flexibility— a chapter which highlighted that Uber allows you to drive when you want to earn what you need. It came half way through our 180 days of change campaign, which reversed a trend of negative driver sentiment and led to an 8% increase in driver sentiment over the 6 month campaign.

Goal 2: Curate an unforgettable driver experience

Result:

Attendance of the event exceeded expectations with over 1,000 driver-partners attending throughout the 12hrs, each bringing an avg of 2 guests with them.

94% of drivers that attended said they enjoyed themselves and would attend another similar event again in post event survey.

Goal 3: Generate national awareness

The event was featured in AdWeek, AdAge and other national publications as a positive step by Uber towards celebrating and connecting with drivers.