It’s been a tough few months for Uber. The widespread automotive service app has confronted scrutiny within the wake of lawsuits, claims of systemic workplace sexual harassment and a video of now former CEO Travis Kalanick arguing with an Uber driver. Drivers have chafed over persistent points with the corporate, and a report from The Information discovered that solely four% of drivers keep on with the corporate after a yr.
The turmoil has impacted Uber’s backside line too; whereas nonetheless the clear chief within the journey-hailing market, it was reported in June that Uber’s share of the market declined from 90% to 75% because the center of 2015.
Can a enterprise reboot itself after hitting such a tough patch? Uber is giving it a attempt with its 180 Days of Change marketing campaign, designed to entice drivers to stay with the corporate. Uber has rolled out a collection of modifications based mostly on driver suggestions: a brand new cost system, constructed-in tipping, beefed-up driver help, lengthy journey notifications and extra.
To drive the modifications residence, Uber rented out Bengies Drive-In Theater in Middle River, MD, and inspired native drivers to return for the day. In addition to displaying the films It and Lego Ninjago, Uber provided snacks, drinks, carnival video games with prizes and streamed the NFL recreation between the Baltimore Ravens and Oakland Raiders.
Uber labored with The Bindery, a New York manufacturing firm, to create the branded venue, which included authorizing an area artist to create a retro-themed mural and adorn the world with themed indicators. In addition, occasion personnel in logoed shirts (that includes the occasion’s “Uber Drive-In” emblem) served up drinks and popcorn in ’50s-period branded cups and gave out Uber-branded blankets, says Alexandra Valasek, head of shopper communications for Uber.
But the expertise wasn’t restricted to Baltimore. At 10 different Uber Greenlight Hubs across the nation – places the place native drivers can get help – Valasek says drivers got a film package deal which included film tickets, sweet, a customized-branded popcorn bag with freshly popped popcorn and a customized tote. In addition, the drivers acquired info explaining all of the upgrades within the 180 Days of Change Campaign because the program launched in June.
The theme of the occasion was “flexibility,” and in accordance with Britt Williams, head of driver advertising technique at Uber, it’s necessary within the firm’s “180 Days” marketing campaign to reveal its dedication by means of actions. “So much of our relationship with drivers happens through our technology,” Williams advised AdAge. “It’s really important to connect face-to-face in the cities where our drivers live and work, and given the rich history of Bengies Drive-In Theatre, we felt it was a perfect fit.”