According to Luxury Daily, last year's Marc Jacobs "Daisy Daze" campaign was the most successful Uber brand partnership to date.
On Saturday March 26 last year, a branded Uber covered completely in daisies took to the streets of New York. Uber users living below 59th Street in Manhattan, Williamsburg, Greenpoint and Dumbo areas, could request the floral cab via their app using the promo code MJDAISY. The cars also featured a custom soundtrack and free full-size bottles of Jacobs' Daisy fragrance. The car sears were decorated with artificial daisies with leis and sunglasses available to inspire user generated content.
All of this resulted in Uber's highest ever overall campaign engagement measured by Uber requests and social impressions.
In total, there were 5,459 ride requests over six hours and more than 200 trips were completed. On social media, the hashtag #MJDaisy resulted in more than 61 million social media impressions and reached 11 millions followers of the Marc Jacobs Fragrances Instagram account. The brand also gained more that 2,500 more likes on its Facebook page and received a number of headlines in Harper's BAZAAR, Elle, InStyle and The Cut.
"Today, when a clever tweet or a social media misfire can make or break a brand, it’s both challenging and terrifying to create an activation that delivers a sense of surprise," said Sweden Unlimited CEO Leja Kress who worked with Marc Jacobs on the initiative. "But without the unexpected, it’s difficult to be heard.
"Uber was a great partner for this campaign and there is no doubt that other brands can benefit from partnering with such high-profile companies."