ASHLYNN SUM
UBER- FOMO CODE
Social
The excitement of scoring a promo is gone. With competition in the rideshare space, riders have become complacent and expect promo codes all the time. Instead of just buying rider love all the time, we wanted to bring back the exhilaration of getting promo codes that also made business sense.
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We spotted an opportunity in the calendar year to try this - the time between Christmas and New Year's Eve, when people are on leave and going out. We want to encourage people to take a ride with Uber when they do. So, we are releasing time-sensitive promo codes only on social media. The shorter the time frame of validity, the higher the discount.
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Announcement post
Over four days, we increased the value of our promo codes and shortened the time frame to increase the excitement and talkability of this campaign. The creative paired the promo mechanics with fun and exciting visuals and copy that suits social, and is also a hint to what people could do with their promo ride.
Results:
In just four days, we had 5 times above average acquisition numbers. The strong word-of-mouth was largely due to the time-sensitive promo codes and redemption, converting promotion to actual rides. Best of all, many riders organically responded positively to the brand.
Our instagram stories were also viewed 4 times more than other mediums. We've effectively created a distinctly different promotion from other competitors. and the learnings we've gotten from this campaign also helped us create new, cost-effective promotional guidelines for future campaigns.
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The experimentation and success of this campaign was replicated for other countries in the region.