For this project, my team was challenged to create a large-scale campus activation that would bring the benefits of Uber One to life in a way that felt exciting, social, and deeply connected to college culture. The goal was to design an experience that encouraged students to interact with the brand in real time, generate organic social sharing, and ultimately drive on-the-spot Uber One signups.
The concept focused on transforming a section of campus into an immersive “Uber One Club” experience. A high energy pop-up that blended nightlife culture, convenience, and student lifestyle into one interactive event. The activation featured multiple engagement moments including interactive games, branded photo opportunities, surprise giveaways, and live campus DJ performances that encouraged students to participate, create content, and share the experience across social media.
To make the event feel authentic and desirable to students, we developed giveaway concepts that went beyond traditional promotional merchandise. Items included late-night recovery kits, exclusive branded apparel, phone accessories, and food-related giveaways that tied directly into Uber Eats and rideshare benefits. Every detail of the activation was designed to reinforce the value of Uber One membership while creating a memorable experience students would genuinely want to attend and post about online.
This project strengthened my ability to think strategically about experiential marketing, youth culture, and brand engagement while creating a campaign concept that felt culturally relevant, visually engaging, and socially shareable. My team and I made it to the final four round out of 15 other universities!
