Uber × GRAMMY Awards
The Official Rideshare Partner of the GRAMMYs, an integrated platform spanning national media, out of home, experiential, and artist led content.
The Strategic Opportunity
Developed a partnership platform that leveraged artist storytelling, fan engagement, digital content, and experiential activations to position Uber as a champion of creativity and opportunity.
Strategic Approach
Connected the business objective to the right audience, property and asset mix, then aligned partner teams around integrated execution and measurable impact.
- Business Objective
- Audience
- Property
- Assets
- Activation
- Measurement
Uber sought to strengthen its connection with music fans and emerging creators while aligning with one of the world's most influential entertainment platforms.
- •Leverage emerging augmented reality (AR) technology to create an innovative fan experience that connected music, technology, and urban culture while reinforcing Uber's role as a forward thinking brand partner of the GRAMMY Awards.
- •Increase brand affinity among music fans
- •Connect with emerging artists
- •Extend engagement beyond the GRAMMY telecast
- •Generate digital content and social engagement
- •Introduce an immersive AR activation that transformed everyday city environments into interactive musical experiences, generating excitement and earned media around the 60th GRAMMY Awards
Developed a partnership platform that leveraged artist storytelling, fan engagement, digital content, and experiential activations to position Uber as a champion of creativity and opportunity.
A Digital Advertising System Built for Music's Biggest Night
A scalable suite of digital banners, social cutdowns and display creative ran across web and mobile in the weeks leading up to the telecast, translating Uber's brand voice into the language of music culture.
From Concept to Curbside, Bus Wraps & National Media Visibility
Full vehicle bus wraps moved through the host cities while the Times Square skyline showcased an artist led “Now Arriving” billboard saluting GRAMMY nominees, turning streets and screens into part of the campaign.
“Rock. Then roll.” full vehicle wraps transported VIP guests and brand ambassadors across the GRAMMY footprint, extending the campaign into the city itself.
Times Square digital billboards spotlighted nominated artists in live, generating premium earned coverage and high volume impressions during GRAMMY Week.
Branded Pickup Zones, Field Teams & Surprise Ride Moments
Onsite execution turned the campaign into a real world experience, branded Uber Pickup Zones, costumed field ambassadors, fan moments at Madison Square Garden and surprise rides with GRAMMY nominated artists.
Surprise Ride Campaign
A content series pairing GRAMMY nominated artists with aspiring musician Uber drivers, creating authentic moments and meaningful conversations around pursuing a career in music.
Play the City: Augmented Reality Innovation
As part of the 60th GRAMMY Awards, Uber partnered with the Recording Academy to create Play the City, an immersive augmented reality experience that transformed New York City into a live musical instrument. Using computer vision and AR technology, pedestrians, vehicles, buildings, and city landmarks were converted into musical notes and visual animations in real time. Riders experienced a unique soundtrack generated from the movement and rhythm of the city around them.
The activation showcased the intersection of music, culture, and technology while demonstrating Uber's commitment to innovation and experiential storytelling. The program generated significant media attention and became one of the most celebrated activations surrounding the 60th GRAMMY Awards.
Award winning AR and computer vision technology
Live music creation powered by city movement
Immersive rider experience during GRAMMY Week
Elevated Uber's association with innovation and creativity
Reinforced the GRAMMY Awards' position at the intersection of music and technology
- Partnership Lead
- Cross functional execution
- Talent integration
- Stakeholder management
- Sponsorship fulfillment
Multiple channel campaign execution
National media coverage
Increased audience engagement
Premium artist led content
Integration across digital, social & experiential