In September 2018, Uber launched the largest campaign in their history. Entitled the “Doors Are Always Opening”, this $500M campaign was part of the company’s effort to give the brand a fresh outlook.
For this reason, Uber was looking for innovative ways to reach their US audience in an untapped media. The other requirement was to be able to gather new data to quantify engagement to the brand message.
Uber decided to buy Admix’s display and Videos inventory programmatically through the Verizon DSP, via Private Marketplace. They were able to re-use their existing creatives, that we convert to our in-game format on the runtime.
The easy setup via a platform Uber was already familiar to, enabled the campaign to get setup in a few days.
Uber picked from a list of 100+ supply partners to prioritise driving simulation apps, flight simulation apps and discovery apps. They specifically targeted virtual reality apps on mobile, with an audience of young professionals likely to use their service. Uber put in place a daily cap on spent, which we hit every day during the campaign, a testament to the scale of our in-game inventory.
reached 165,000 US users immersed in VR apps
unique in-game engagement metrics show the audience spent a total of over 19h directly looking at the Uber brand
create a memorable experience to fit their new campaign’s objective