Uber One at All Points East: Take The Aux & Buggy Portal
The Challenge
As the headline sponsor of All Points East, Uber One tasked us with creating a standout, elevated festival experience that highlighted the benefits of the Uber One membership while driving FOMO among non-members.
The Solution
We introduced Take the Aux, an open-to-all karaoke experience designed for friends who love singing together, and the Uber One Buggy Portal, an exclusive VIP shuttle for Uber One members. This innovative service transported members across the festival in just minutes via a back-of-house route—something never done before!
For Take the Aux, we reimagined the classic karaoke experience by simulating the thrill of driving in an Uber car while singing with friends. At the heart of the activation was a premium car installed inside the tower, fully customised to reflect the sleek Uber One design. The setup featured a state-of-the-art sound system, microphone configuration, and bespoke Uber One karaoke software complete with branded animations.
The immersive environment of the tower was brought to life with 72 LED screens encircling the space, displaying dynamic 360-degree footage of driving through London at night. To amplify the experience, festival-goers were welcomed by hosts (in character as Uber drivers) who set the stage for fun. Exceptional singers were whisked off to the ‘Boss Level’, where they tackled the dramatic crescendos of classic hits! To capture the attention of passers-by, a giant exterior LED screen played a sizzle reel, offering a preview of the vibrant experience inside.
The Uber One Buggy Portal elevated convenience and exclusivity with the most stylish buggies on-site. These vehicles were custom-branded with gold rims, Uber One emblems, and bespoke number plates. At both the East and West stages, gold-painted portal arches featured countdown timers, updating in real time to inform members of buggy wait times—reminiscent of theme park rides! The exclusivity drove FOMO among non-members, who could sign up on the spot via a QR code, unlocking access to the VIP experience.
The Impact
Our fully designed and produced experience attracted over 4,000 visitors, with people waiting over 45 minutes for their turn, both for the karaoke and the Uber One buggies. We distributed 400 VIP bands and 300 food vouchers to top performers as surprise giveaways!
Bespoke Karaoke Software Development | Branded Animation | Tech & Content Integration | Sizzle Reel & Social Content Development | Uber Car Customisation | Experience Design | Event & Talent Management
