Previously, Ridesharing Forum reported about Uber’s “Can’t Do That If You’re Driving” campaign that showcases the moments and conversations that happen in the backseats of Uber cars, from the perspective of drivers.
Did you know that this campaign is actually a series? Yes, imagine that! This time, it is highlighting its long-time partnership with Snapchat, direct or subtle, to launch the new clips in the campaign.
Snapchat is a multimedia messaging app where you could share photos, videos, and messages that disappear after viewing. It features filters, Stories, and Snap Map, promoting real-time communication, creativity, and social interaction among friends through temporary, visually engaging content. Who says Snapchat has faded away?
Particularly, Uber is utilizing Snapchat’s innovative Generative AI-powered Sponsored Lens feature, marking the very first time a big company has tapped the latest AI tech of a social networking app.
The new campaign also features international star Shania Twain, and home-grown musician-comedian, Tom Cardy, as the campaign aims to highlight the comfort, productivity, and surprising opportunities that come with choosing to be a passenger on Uber, rather than behind the wheel.
Known as the “the Queen of Country Pop,” Twain is a Canadian singer, songwriter, and record producer, among the best-selling female artist in country music history, often called the “Queen of Country Pop”. She rose to fame in the mid-1990s by blending country music with pop and rock, with her international hits like “You’re Still the One,” “Man! I Feel Like a Woman,” and "That Don’t Impress Me Much.”
Here’s the content of the ad. Though a series of satirical moments, the video opens up with Cardy on a night out, hailing an Uber to the club with his keyboard in tow, but in low-key, like really.
Then, from the backseat, he bursts into an upbeat new jingle that quickly spirals into a duet with the unexpected. Meanwhile, Twain magically pops up to set the record straight, then the rest is history in that Uber backseat. Quite stunning.
The Generative AI-powered Sponsored Lens is a unique Snapchat experience that lets you capture their own face and instantly feel like you’re in the ad, by placing yourself into one of the campaign’s humorous backseat scenarios. That’s a living personification of hyper-reality and hyper-personalization. Congratulations, Uber and Snapchat!
“This lens was the perfect way to bring our platform to life, and show just some of the many things you can do in the backseat that driving limits you from. Amazing things can happen in the backseat of an Uber, so why not let people explore that themselves on Snapchat?” stated Dan Greenberg, senior marketing manager of Uber.
This is also the perfect way to showcase augmented reality, so brands could connect with Uber and its highly engaged Gen Z audience in a personal and impactful way, so they are part of the story.
"We’re excited to partner with Uber on this campaign, which brings to life the playful and sometimes downright hilarious experiences you can have in the backseat,” Snapchat Australia and New Zealand’s Ryan Ferguson stated.