Uber Eats and The Wimbledon Championships, a globally-renowned tennis tournament, were among the brands that won big with their innovative and super-shareable social-first campaigns.
“Three wildly different stunts provided a neat demonstration of how to win in a social news environment, with one bringing back a viral (if a bit irate) legend to answer the definitive question in brand comms: ‘Do you know who we are?,’” ridesharing media pinpointed.
While Uber Eats featured how to serve roast dinner, where no roast should ever be served, Wimbledon went for a traditional, classic twist on the Rube Goldberg machine, even with commentary. Here are the details.
Uber Eats
Uber Eats is breaking the Internet this time, but in a good way. They broke the web with only a plastic storage box and a tweet.
The food delivery platform posted a singular image of a full roast dinner inside a clear household storage container, something you’d tuck under your bed.
The tweet or post on X went like this: “Dinner’s served.”
Simple as that. Amazing.
But, this simple tweet gathered thousands of likes retweets, and memes with users horrified or genuinely impressed with the minimalism. Pure minimalism. It even had a version of Instagram, which was fantastic.
The Wimbledon Championships
For Wimbledon, theirs is a dazzling display of creativity alongside engineering. It kicked off its 2025 season with a chain-reaction machine – yes, you read that right – designed to do a simple task as well: to open the gates leading to the prestigious tennis tournament.
Taking its cue from the popularity of Rube Goldberg machine videos, the ornate contraption featured a whimsical mixture of tennis-themed elements, which included tennis balls, swinging racquets, and miniature grass courts, all working in perfect synergy.
The clip has garnered over a whopping 40,000 likes on Facebook and more than a whopping 90,000 likes on TikTok at the time of research and writing. Even tennis fans are sharing their insights!
The other winner was the food company, itsu, serving soups, salads, sushis, and more. In other Uber news, the app is adding urban convenience-store brand Foxtrot Café & Market, as well as Springfield, Massachusetts-based Big Y, as well as New York-based King Kullen, together with Tennessee’s Superlo Foods, Minnesota’s Lunds & Byerlys, and California’s Vallarta Supermarkets, to its catalog of grocery stores.