Uber has no creative agency of record. The company doesn’t seem likely to hire one anytime soon, and something tells us you probably wouldn’t want the business anyway. (Or would you?)
That said, the ride sharing giant does all kinds of collaborative projects that answer important rhetorical questions like: What if your Uber came filled with PUPPIES? Also, what if your ride took place in a motorcycle sidecar, a dump truck or something that looks a whole hell of a lot like the General Lee??
Barkley and Hershey teamed up to answer the latter query in a new campaign promoting both the TAKE 5 candy bar (which doesn’t appear in the case study) and the art of collecting vintage automobiles a la Jerry Seinfeld.
That, gentle readers, was a supercut.
We have the data, though! The release tells us that the three cities in question were chosen due to their notable numbers of Young People, all of whom chose to participate by entering a promo code in the interest of shaking things up a bit. 388 TAKE5 UberRemix Rides produced 20 million total impressions and 300,000 samples distributed, which we take to mean a lifetime supply of candy bars.
In explaining the stunt, Barkley VP/CD Katy Hornaday says, “The best part was the look of shock on people’s faces when they realized their Uber was a motorcycle sidecar or dump truck. We wanted to remix an experience that’s become commonplace for most consumers. We spent months looking for vehicles that would surprise riders. We wanted a mix of high-end, once-in-a-lifetime cars with just plain weird rides.”
The cars/trucks/etc. involved included a Camaro, a low rider, an “Alpine Spy Car,” a “Presidential Limo with TAKE5 flags” and a “Batman-style monster truck,” among many others. A quick #MyTake5 search reveals a few more of those impossibly classy vehicles and some super sweet audio gear.
Hey folks in the 425 get a cool free @Uber_SEA ride this weekend thanks to @TAKE5! https://t.co/shD9XrDT9X #MyTake5 pic.twitter.com/FyBpEsAImq
— Ryan Hodgson (@Ryanintheus) June 24, 2016
My very first fancy uber car ride. It was in movies !! #Ubercool #MyTAKE5 pic.twitter.com/UFV0ZXSy1H
— Roshni Madaiah (@RoshniMadaiah) June 25, 2016
Request UberREMIX for free ride around Ballard/Fremont today, Sat 6/25 @Uber_SEA @take5 #mytake5 #take5remix pic.twitter.com/7xpPz6a66c
— Tim Seims (@tjseims) June 25, 2016
To our knowledge, none of the trips qualified as hay rides. And there were no Deloreans to be found.
Credits
The Hershey Company
Dan Mohnshine, Director of Marketing
Chris Kinnard, Brand Manager
Margo Mcilvaine, Sr. Associate Brand Manager
Barkley
Jason Elm, Executive Creative Director
Katy Hornaday, VP/Creative Director
Brandon Bennett, Sr. Art Director
Zack Browne, Copywriter
Tyler Cook, Account Director
Julie Ray, Account Supervisor
David Weaver, EVP/Creative + Strategy
Molly Griffin, Strategist
Mike Goff, EVP/Account Leadership
Bryan Herrman, SVP/Group Account Leader
Dustin Schirer, Creative Production Director
Michael Martin, Motion Designer
Josh Dubois, Sr. Creative Producer
Griffin Davis, Creative Producer
Theresa Thornhill, Integrated Producer
Marianne Gjerstad, Director of Social Media
Brandon Painter, Community Manager
Stephanie Castro, Content Producer
Anita Strohm, PR Director
Tyler Bowser, PR Account Supervisor
Jessie Poole, PR Assistant Account Manager
Uber
Matt Bocci, Business Development
Eric Litman, Lead Marketing Manager
Luke Arterburn, Marketing Manager
Courtney Bolin, Marketing Manager
Nathan Widener, Marketing Manager
Jenifer Solley, Producer
Ali Fujii, Designer
Media Partner: UM