The world cup fever is over and finally, after all the final day drama we got a champion which lifted the trophy and the other lifted our hearts.
But this is not just what made this world cup special, it was also the number of campaigns which different brands ran and successfully leveraged the world cup craze.
Out of the lot, one campaign which is noteworthy is of UBer India.
MyBrandSquad takes a look at the Uber World Cup 2019 marketing strategy as the brand treaded through the event.
This World Cup saw many firsts and one of them was Uber coming on board as Associate Sponsor of the event. And to make this first off attempt of the company a success, Uber used a multi-platform approach that catered to their Target group and driver-partners as a part of the Uber World Cup 2019 marketing strategy.
Let’s see how well the marketing campaign of Uber India fared on different digital channels and how it helped the brand.
#MovingFansForward was the most popular hashtag used on the digital medium which was followed by #CWC19 and #UberStar
Uber’s most engaging post in the time frame was the launch post of Uber World Cup Anthe.
On Twitter, the brand saw a follower growth of 1.4% with over 4.1k new followers. The brand engagement on the micro-blogging platform stood at over 1.4k. On Twitter too, #MovingFansForward and #CWC19 came in the top hashtags followed by #RideToWorldCup and #UberStar.
The most engaged Tweet during this phase was the one revealing the brand’s World Cup campaign featuring Virat Kohli.
Uber doesn’t seem to have had any specific strategy carved out for YouTube. During the World Cup time frame, the brand garnered over 59k new views.
On Instagram, Uber reposted content from other platforms and saw a growth of 11.7% in new followers which amounted to 2.2K.
The most engaged post between May 01 to July 01 was a part of Uber’s #ShotEnRoute activity. As a part of the initiative, the brand urged commuters to click all things Blue while traveling in Uber.
As a part of the Uber World Cup 2019 strategy, the brand initiated two major campaigns – #MovingFansFoward and #ParksNotParking. In the brand’s own words, #MovingFansForward is the biggest campaign by the brand this year. It focused on “driving” fans to the World Cup and had many smaller initiatives under the main umbrella.
The core of the campaign was earning points through Uber and UberEats apps to win a chance to attend the World Cup. As a part of the campaign, Uber launched an anthem, Way-O, Way-O which was popularized on social media through UGC contests. #RideToWorldCup was another consistently used hashtags by the brand.
Additionally, Uber rolled out #ParksNotParking, an initiative where they inculcated the building of small cricket nets to help kids and adults of localities play cricket there. The idea was to target parking lots that encroach the spaces allotted for parks and gardens.
On Twitter, Uber rolled out #BackSeatCaptain, an initiative where the brand asked commuters to tweet out witty cricket anecdotes they hear from drivers or co-passengers while traveling in an Uber. The activity was given a push through influencers, who shared their # BackSeatCaptain stories.
Uber takes a diverse approach, initiating multiple campaigns for different TG – right from consumers to driver-partners, though all strung together by the same theme. The content hooks used by the brand have a few common elements:
Focus on driving footfalls to the apps
The main objective of the campaign was driving footfalls to both their apps – Uber and UberEats, something that reflected throughout their communication consistently. With #RideToWorldCup, their communication urged consumers to earn more points on the app for winning a ride to World Cup.
Focus on Virat Kohli
With Uber investing big bucks in roping in Virat Kohli, the brand has made sure to make the most out of this investment. With Kohli endorsing a number of brands, Uber wanted to stand out in their communication by showing him as a common man, in an endearing avatar. Kohli was also a consistent element in all of the brand’s social media communication.
With tactics such influencer outreach, UGC, contests, celebrity endorsement, and more – Uber has taken a 360-degree approach, leaving no stone unturned to create top of the mind brand recall and leads for their app.
Taking the cookie-cutter approach of being omnipresent consistently for maximum exposure, the Uber World Cup 2019 marketing strategy manages to deliver.