How To Successfully Amplify An Event On Social Media: Hello Social x Uber Australia

Brittanie Payne

November 24, 2019

Brittanie Payne

November 24, 2019

Want to execute an integrated marketing campaign that shakes the nation? Hello Social is the agency to help with that! Our recent #ArriveInStyle campaign with Uber for the Uber Premier launch at Melbourne Cup Carnival reached almost 13.3 million people across organic, paid media and talent channels. We made our mark in true Hello Social fashion - big, bold and innovative ideas with a technically sound execution.


1. Get amongst the crowd IRL

Our specialist team was on the ground from AAMI Victoria Derby Day through to Seppelt Wines Stakes Day capturing content, curating interactive live coverage and managing Uber’s talent and epic #UberChopper operation. Over 170 Instagram stories were produced and posted over the week and our same-day video edits on Uber’s social channels amassed almost 200,000 views.

 

2. Plan your influencer program way in advance

Hello Social managed the logistical challenge of flying 160 celebrities to and from Flemington Racecourse on the Uber Chopper, and broadcasting the #ArriveInStyle moments through their social channels. Some talent included The Bachelor’s Tim Robards & Anna Heinrich, Cosmopolitan’s Woman of the Year Elle Ferguson, TV personalities Scott Tweedie, Rachael Finch, Shaynna Blaze, Elyse Knowles, sports stars Nick Cummins, Chris Judd & Marc Murphy, comedian, and radio host Andy Lee and partner Rebecca Harding, just to name a few!

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3. Your paid media and community management team should work in real time back at base

Presenting streamlined social content takes a strong foundation and all moving parts have to be aligned to achieve the maximum potential. Our paid media and community management teams back at Hello Social HQ were equally huge contributors to the success of Uber’s campaign. Well-designed and effectively targeted paid ads amplified Uber’s introduction of Uber Premier across the nation. Plus, our always on community management approach kept racegoers in the loop and encouraged User Generated Content (UGC) throughout race days.

 

4. Run an unmissable competition

Our event-specific paid media strategy also encompassed a UGC #UberChopper competition where racegoers could win a trip home in the Uber Chopper.

We focused on bringing awareness about the competition to Flemington racegoers and broader Melbourne residents via strategically placed ads to pick up the hype pre-event. Two winners were chosen each day of the carnival and this easily became the hottest and most in-demand ticket at the Melbourne Cup Carnival. Our simple yet effective animation was the perfect way to snap up the attention of those we needed to reach, and fast:

IGComp_Story2 (1)

 

5. Build live photo opportunities for social media 

On the ground, entries were facilitated by a live photo setup at the Uber Zone which sent images straight to user’s phones, ready to post with one click.

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The Uber arrival zones for both the Chopper and Uber Premier riders were decked out with media backdrops and social-specific branding collateral put together by Hello Social’s in-house design team. Check it out:

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Clockwise from top: Elyse Knowles and Rachael Finch, Loriska, Tayla Damir, and Rebecca Harding and Andy Lee.

With the overwhelming success of the Uber Premier launch within the Melbourne Cup Carnival #ArriveInStyle campaign, we’re pleased to announce our ongoing partnership with Uber Australia! We can’t wait to create more magical moments for this mega brand.

 

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