UBER EATS
To promote Uber Eats to a young, gaming-savvy audience, we tapped into a popular mechanic on the hottest platform around: Twitch.
The Challenge
Raise awareness and likability for the Uber Eats service, and help to position it as Gen Z’s No. 1 food-ordering service among the Twitch audience.
Our Approach
Shows like The Masked Singer have become a global success story. The mystery element, combined with the anticipation of seeing your favourite streamer featured in a branded show format, is the perfect way to drive both reach and engagement.
The Campaign
Five shows in four weeks, each hosted by beloved Twitch streamer Doktor Froid and featuring a new Mystery Streamer behind the mask, led to word-of-mouth and viewership increasing from episode to episode.
My Role
I came up with the initial idea of adapting the mystery element to a live, show-based streaming format. Furthermore, my responsibilities included developing a run of show, adding gamification elements for maximum engagement, briefing all participants, and directing the live show.
