Riding Into the Spotlight
Uber wanted to make a statement in Quebec — a market where brand adoption lags behind the rest of Canada. Their debut activation at the Montreal Jazz Festival became exactly that: a custom-built brand pavilion that stood out from a sea of tents and trailers, pulling in thousands of festival-goers with immersive storytelling and unforgettable giveaways.
Challenge
Despite Uber’s global ubiquity, Quebec remains a market with slower adoption. The Montreal Jazz Festival — one of the city’s most high-profile cultural events with more than 460,000 attendees — offered the perfect stage for a bold brand awareness play. With only three weeks from approval to install, the challenge was to deliver something custom, durable, and magnetic enough to capture the crowd’s attention.
The Approach
Immersive “Backseat” Experience
Visitors entered a sleek 20’ x 20’ cube designed for discovery. Following a U-shaped path, guests were guided through a staged journey that blended the everyday feel of an Uber ride with festival energy.
The Backseat Lounger
At the heart of the booth, a communal couch faced a ceiling installation of digital screens simulating a panoramic sunroof view of Montreal’s streets. Captured from inside a real Uber, the content created an authentic in-car experience, enhanced with ambient audio for a mini-theater effect.
Engagement Touchpoints
- Giveaways: 20,000 branded items were distributed — all claimed before the activation ended.
- Photo Moments: Guests posed in front of a 3D oversized car vent, complete with illuminated selfie ring and wind effect, for the ultimate branded shot.
- VIP Feel: Queue management via stanchions created both efficiency and exclusivity, elevating Uber’s premium positioning.
460,000+ FESTIVAL ATTENDEES.
Results
- 20,000 giveaways distributed — full stock cleared during activation
- Social amplification through shareable selfie moments
- Elevated brand visibility in Quebec, with a pavilion that outshone competitors’ temporary setups
- Successfully navigated tight build timelines and logistical hurdles, including last-minute replacement of cracked screens
Key Story Elements
- Breakthrough sponsorship activation at Quebec’s largest cultural festival
- Real-world storytelling: recreating the Uber passenger experience with authentic interactive content
- Strategic brand play to drive awareness and trust in a challenging market
- High-volume guest engagement and full inventory depletion
- A visually striking build that stood apart from standard event structures