Roll down the window, baby, don’t let the music stop! That was (basically) the idea behind the Uber Pandora partnership. Drivers wanted an easy way to break the silence in their cars, and could definitely use a pick-me-up themselves. For the launch of free streaming for drivers, we created a campaign highlighting how a driver could use the service both to enjoy their time driving and to foster a connection with their riders. Because from opera to earworms, Pandora has something for everyone—and now drivers do too.
The campaign was overwhelmingly successful. We rolled out to 20% of drivers and in the first week there were over a million plays. Needless to say, it quickly became a permanent fixture of the app. Bonus: In auditioning actors for the part of the driver, we asked them their favorite guilty pleasure song, played it, and had them dance around for us—because I don’t do anything half-assed.