To create a buzz around the Uber x Kia Fan Fleet during Australian Open 2020, Hello Social partnered with comedian (and former ballkid) Joel Creasey and tennis legend Sam Groth to create awareness and Boost usage of the Uber x Kia Fan Fleet during the tournament.
This year, Uber teamed up with major AO partner Kia to power the Kia Fan Fleet of 30 all-new sleek Kia Seltos vehicles. If cars were available some lucky Uber riders saw a Kia Fan Fleet icon appear on the Uber app offering them free rides to and from the AO. It was a fun upgrade for tennis lovers, alongside the wider Uber Fan Fleet which included UberX, XL, Comfort and Premier giving all fans a convenient way to arrive at this world-class event.
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Working closely with both Uber and Kia, Hello Social scripted, directed and produced a content suite of video and photography to run across Uber, Kia and the talents’ social channels.
This strategy was designed to trigger both media and PR opportunities off the back of the narrative. Major outlets picked up on Joel Creasy’s tale as a former ballkid where he claimed credit for Lleyton Hewitt and Kim Clijsters’s split after an on-off court exchange with Kim.
Hello Social’s content featured Joel and Sam sharing a free ride in the Kia Fan Fleet via the Uber app to the AO. The campaign was deployed with targeted media buy to relevant audiences in Melbourne CBD and nearby areas to hit AO attendees with the offer.
To further surprise and delight AO fans, Hello Social also managed a social activation where Uber followers were prompted to follow clues across Uber’s social channels. The social treasure hunt held on Sunday, January 26, resulted in fans scouring Melbourne CBD to find Joel Creasey in Federation Square and get the chance to win tickets to the tennis.
Hello Social’s director of client services Sam Kelly said: “Uber is iconic for its clever sponsorship integrations and partnerships and this concept is no different. The Kia Fan Fleet provides a way for Uber and Kia to enhance experiences through a meaningful needs-based connection. By providing fans a surprise and delight experience in the form of a free ride we not only reward loyal Uber riders but also get to show off the new Kia Seltos first-hand. Our social lead creative featuring strategically sourced talent, backed by a geo-targeted media strategy has provided a fantastic platform to promote this clever initiative.”
The Kia Fan Fleet powered by Uber was on display for the duration of the Australian Open 2020.
