Uber were looking for a social media lead for their #UberIceCream campaign, capturing the excitement of thousands of free ice creams being delivered to Londoners.
Working with Magnum and POPS, they were looking for someone to craft all social media messaging, using copy and imagery to help build excitement before and during the launch.
The Finished Product
I suggested to Uber that we be a little more relatable this year by doing two things.
Firstly, adopting a more humorous tone of voice to deal with online complaints - it is, after all, just ice cream - and amplifying the excitement of winners by engaging with some pre-prepared conversational gambits.
Secondly, I worked with my photographer to create a new set of images as an alternative to their corporate stock imagery. Using modern street photography and social media easy wins - puppies with ice cream - we were able to add some heart and humour to the campaign.
As well as using Hootsuite to schedule the content, I worked in house on the launch day to respond to social media interaction and create new multimedia content using crowd-sourced images.