Backseat Drivel


Imagine if you will... a typical Uber scene in the backseat of a 2007 Camry at 2am on a Saturday morning in downtown Nashville, driven by a very tired Todd. Behind him, three bearded and bespectacled Gen X-ers, smelling a bit of cheap craft beer, pretension and dashed hopes.
Drunk 1: Dude, she was totally into you. WTF?
Drunk 2: TODD!!! PARTY!! TAKE US WHERE THE BITCHES AT!!!
Drunk 3: Murmurs incoherently.
Drunk 1: Dude, I think I’m going to puke.
Not an atypical ride, and yet nowhere in this scenario do any of our regal passengers exclaim, “Say, let’s see how Luxembourg is doing in the decathlon!” Hmm.

Beginning Wednesday, February 7, NBC will be offering unique, unprecedented access to the Winter Olympics for Uber riders. “Unprecedented” because, well, they simply haven’t done it before. That’s pretty much what “unprecedented” means. And “unique” because, well, riders won’t actually get to watch Olympic events. What they’ll have access to, through the Uber app, are interviews between U.S. athletes and broadcast announcers while they’re in transit between competition venues. That's right. To be clear, this "experience" consists of riding in a car, watching other people riding in a car. 

I’ve crawled up onto this particular soapbox before: I’m a superdelegate for the value of experience marketing. Done right, it’s a beautiful - and effective - thingy. Done poorly, it’s just not. Activations like this that are weak and disconnected benefit neither brand.

TODD!! PULL OVER, MAN!! I'M GONNA HURL!!

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