PROJECT OVERVIEW

An ambitious project out the gate, Uber Eats launched its first ever brand campaign in 2019 at the intersection of food and music: SXSW. Over the course of 12 days, the brand commandeered two unique event spaces (one “walk-up” window at the intersection of 6th + Congress in downtown Austin and another 1,000 person event space transformed nightly) with two chef-hosted dinners, three music performances, 23 local food partners providing free snacks available for pick-up at the window, and dozens of free food drops at locations around downtown Austin.

My team was responsible for everything from content ideation, strategy and run of show across all Uber Eats social channels, production resourcing, content capture, editorial and distribution. We delivered 200+ assets to launch the campaign and released a four-part episode series on 24-hr turnarounds with interviews from Roy Choi, David Chang, Billie Eilish, and Khalid.

Uber Eats experienced 50M+ engagements and became the most talk-about brand and event at SXSW that year, with 72% conversation dominance.