Uber
Watch it to Ride
Turn binge watching into free rides.
Insight
It can be hard to break the inertia and get away from screens when you have so many entertainment options at home.
Uber’s mission is to bring people closer together by helping to remove mobility barriers. What if binge-watching moments were transformed into opportunities to leave home and experience life outdoors with progressive discounts?
Idea
An AI technology that maps thousands of shows across streaming platforms and rewards watchers with discount vouchers via WhatsApp.
While streaming content, viewers must spot when a character says bora (Portuguese for let’s go) and send the movie or series title to the promo’s WhatsApp number.
After following the step-by-step instructions, an exclusive discount coupon will be sent to use on Uber rides if the information is correct. Each person can earn up to three coupons, with 30%, 50%, or 100% discounts.
The Watch it to Ride activation is inspired by the Brazilian habit of planning meetings that often end up being postponed and is part of the Let’s Plan It campaign, Bora Marcar, which humorously and authentically celebrates the habit of planning to plan gatherings.
An AI-powered system is used to accurately detect instances of the word bora in films and series, it maps each title to specific timecodes, precisely identifying when the word appears. A dedicated plug-in automates this initial mapping, which is then reviewed and verified by a human team to ensure accuracy. The verified data is compiled into a comprehensive database, which a WhatsApp Business bot accesses to validate submissions and issue Uber discount vouchers as rewards for correct entries.
By combining automated detection with human validation, the AI system creates a reliable map of bora appearances, fueling an interactive campaign that encourages engagement through a familiar and accessible platform.
Impact
Sparking conversations through real-life connections.
By transforming a simple expression into a trigger for real-world experiences, Watch it to Ride taps into the heart of Brazilian culture, turning movie nights into opportunities for connection and adventure. With the support of key influencers, this innovative campaign is sparking conversations and inspiring a new generation to trade screen time for real-life experiences, one bora at a time.
