Uber Campaign Master 22nd August

August 2014

#OneExperience

Uber + Microsoft

August 28th

when

London, San Francisco

& Seattle

Start with

#OneExperienceThe Why

To drive awareness of our ever-growing WP ecosystem through creating a series of connected stories through One Experience in 3

different cities, including Seattle, London and San Francisco.

The How

Microsoft and Uber will brand 2 vehicles to showcase the experience - Audi A8, 1 Escalade in US and Audi A8 in London

Microsoft and Uber will brand and host an upgraded Private Hire Vehicle to host filming of case studies who will share their

most memorable journey to camera.

The branded car will also be available on the Uber app for two hours, to surprise customers who receive an Uber pack of both

MSFT and Uber goodies

• Create video content which resonates with everyday peoples lives including commuters and any consumer using public

transport

• Ensure content is shareable by using real people who have an emotional and real story to share about their most memorable

journey. Physical or emotional

Microsoft will leverage the recent momentum generated by the Uber app launches and combine it with the Microsoft colour story

to bring the Uber launch to life on WP.

The What

The hashtag will be #OneExperience and we’ll take inspiration from the Humans of New York series. We will ask two revealing

questions about a ‘memorable journey’ to connect stories across the globe. A call to action following the video will request other

fans to share their own journey stories using the hashtag, for the chance to win an overall prize of an exciting journey.

http://www.humansofnewyork.com/

Drive social media

conversations around

Lumia & Windows Phone

ecosystem with Uber

Campaign Laydown

Activation

• 2 Private Hire Vehicles will be cross branded with Uber & Windows logos as well as a hashtag so consumers can find out more information online #OneExperience

• x5-6 case studies and storytellers will be recruited to come and tell the world their interesting or life-changing journey. We will also be surprising and delighting random Uber users that request the Microsoft car.

CTA

• CTA1. Viewers of the video will be asked to reveal their own most memorable journey using the campaign hashtag for the chance to win an ‘Uber journey’ of their own (€2k in travel vouchers)

Key Messages

• Try something different with Microsoft #OneExperience

• Microsoft and Uber reveal memorable journeys from your city

• Express your most memorable journey for the chance to win an Uber journey

• Make your journeys even more memorable with one experience and OneDrive available across all Microsoft devices. Never miss a moment again and relive the experience.

Car BrandingBranding of cars:

#OneExperience plus Microsoft branding on the car.

#oneexperience

Overview of the Video

The Uber shoot has two key objectives in order for our activation to be filled with rich social shareable

content.

1) To curate great storytelling (taking inspiration from the Humans of New York) we’ll create a number of

human portraits and through our great production team we will cinematically connect the stories across

the three cities to demonstrate the #OneExperience provided by Uber and also the #OneExperience

Microsoft provides across its devices and services business.

2) To surprise and delight unsuspecting Uber customers. When the hero car is on the Uber App for two

hours we’ll pick up customers in our branded vehicle and there will be an Uber+MFST promo package on

the seat. We will shoot their reaction and ask them the same two questions:

Tell us about your most memorable journey? (where were you, who with, why etc)

If you could experience a once in a life time journey what would it be? (where to, who with etc)

http://www.humansofnewyork.com/

Locations

UK:• Big Ben

• Southbank

• London eye

• London / Tower Bridge

• Chelsea

San Fran:• Golden Gate Bridge

• Street Trams

• Transamerica Pyramid

• Coit Tower

• City Hall

Seattle:• Space Needle

• 1201 Third Avenue

• Smith Tower

Timings for shootThursday 28th August. Filming will take place in London, San Francisco and Seattle.

8.30/9am start – 6pm finish using one branded flagship vehicle and driver throughout. Cadillac Escalade in

US and Audi A8 as well as an Audi A8 in London

10.30am photo call with additional 2 branded Uber cars (these 2x cars will only be used for the picture

moment)

Focus of video content for one global video will consist of pre approved case studies answering the question

‘what is your most memorable journey’ and ‘if you had a once in a life time journey, what would it be?’

3.30pm-5.30pm, flagship car will be available on Uber app

Content will include pick up of adhoc consumers via Uber app, and reactions to the cars in surrounding cities

Branding of cars:

#OneExperience plus Microsoft branding on the car.

Incentive packs for the day

There will be 3x boxes (one per market) containing: Surface Pro 3, Surface Pro Keyboard, Lumia 930/Icon, Xbox

One. Once the case study has been presented with this we will then give them an envelop containing a £500/$600

voucher to obtain Microsoft products online.

We will have 10x vouchers/coupons per city for the case studies and Uber customers during the day.#oneexperience

Storyboard

Establishing shot (LDN) - (approx. 12 seconds)

• Motion controlled London time-lapses, sunrise: Tower Bridge - ‘London’ title on this shot, millennium wheel etc.

Note: Here is a film with an intro that will have similar shots for the time-lapse:

https://vimeo.com/100558922 (password: se)

Establishing shots (LDN) - (approx. 12 seconds):

3 Establishing shots: London time-lapses at sunrise; Primrose Hill cityscape shot, Millennium Wheel and

Tower Bridge. ‘London’ title on this last shot.

https://vimeo.com/100558922

StoryboardUber cab to participant (LDN) - (approx. 15 seconds):

• Land Rover driving towards camera over Tower Bridge, car-to-car shot.

• Camera attached to side of Uber car driving over Tower Bridge, wheel close-up.

• Close-up of participant requesting Uber car from Uber app on Microsoft device.

• Cut to driver in Land Rover, over shoulder shot of drivers hands on steering wheel, just past Tower Bridge.

• Shot centered on bonnet facing up towards windscreen with Tower Bridge reflections.

• Land Rover driving round corner past camera (Tower Bridge in background).

• Portrait shot of participant, against blue background (not in car - humans of New York blog style, looking

into lens).

• Camera attached to roof of Uber cab, looking down over bonnet and road, driving down The Mall.

• Uber pulling up to curb, straight on to camera, car comes into focus as it stops.

• Participant entering car, shot from passenger window height jib down to cab door closing with Uber and Microsoft logo on the outside of

the car. Car drives off.

Storyboard

Two background colour examples on London Southbank, for locations of participants portrait shots. Participant requesting Uber cab close-up.

Interior car driver detail example shots. Various GoPro shot angles as mentioned above.

StoryboardParticipant one / two? (LDN) - (approx. 30 seconds):

Participant in London Uber cab telling story, shot from 2 angles, intercut with London b-roll shots of

Uber car driving through city.

• C100 + Ninja wide shot, 21mm CP2 lens, in front seat looking back towards participant behind driver.

• Go-Pro outside window looking into participant.

• B-roll shot: Jib and slider shots.

• B-roll shot: Uber car with London BG, shard etc.

• B-roll shot: reflection shots.

• B-roll shot: car interiors / driver.

• B-roll shot: shots out of cab of landmarks etc.

• B-roll shot: driver giving participant gift.

• C100 wide shot, 21mm CP2 lens: participant reaction.

• Go-Pro outside window looking in: participant reaction.

StoryboardTransition between London and Seattle (LDN / SEA) - (approx. 10 seconds):

Sequence to incorporate branding and landmarks.

• Shot of Uber car pulling up to curb in London Westminster Bridge, showing Uber logo on side of

car. Car moves slowly past camera to the back panel, out of focus at this point.

• Set shot in Seattle, person, wearing Green Microsoft device colour clothing, walks across frame for

wipe cut, revealing 2nd participant portrait shot on busy area by Seattle Landmark.

• Participant entering car, shot from low angle, jib up as participant shuts door (revealing Uber logo),

as Uber car drives off jib up, revealing iconic Seattle Landmark. ’Seattle’ title on this shot.

The Space Needle has a good reflection off the EMP museum by Frank

Gehry building. This could be used as a background for the participant

portrait shot in Seattle or for b-roll, incorporating colour.

Westminster Bridge location.

Storyboard

Participant two / three? (SEA) - (approx. 30 seconds):

Participant in Seattle Uber car telling story, shot from 2 angles, intercut with Seattle b-roll shots of

Uber car

driving through city.

• C300 wide shot, 21mm CP2 lens, in front seat looking back towards participant behind driver.



• B-roll shot: Uber cab with Seattle BG, Space Needle etc.


• B-roll shot: cab interiors / driver.

• B-roll shot: shots out of cab of landmarks etc.




Storyboard

Transition between Seattle and San Francisco (SEA / SF) - (approx. 10 seconds)

Sequence to show a passage of time / change in geographical location between the Seattle and

San Francisco.

• Uber car driving onto Seattle ferry, from land.

• Shot of back of ferry with white water, Seattle cityscape in background as ferry leaves dock, Uber

car on lower deck in shot (if they can get the cab in shot).

• Cut to people on ferry, looking out over views, member of public wipes frame with Orange t-shirt.

• Cut to wipe frame in San Francisco with Orange Tram blurred across frame, revealing Uber car

driving past. ‘San Francisco’ title on this shot.

Storyboard

Various shots of trams in San Francisco. Incorporating different

compositions of cables and tracks. Wipe cut leads to Uber cab in

similar shot to car above. Can the car drive over a man-hole with rising

steam?

Storyboard

Participant four / five? (SF) - (approx. 30 seconds):

Participant in San Francisco Uber car telling story, shot from 2 angles, intercut with San Francisco b-roll shots of Uber car

driving through city.

• C300 wide shot, 21mm CP2 lens, in front seat looking back towards participant behind driver.



• B-roll shot: Uber cab with San Francisco BG, Golden Gate Bridge etc.


• B-roll shot: car interiors / driver.

• B-roll shot: shots out of car of landmarks etc.




Participant leaving Uber car (SF) - (approx. 10 seconds):

End sequence to show Uber app, incorporating branding

• Uber cab slider shot tracking into car as it drives towards camera and

stops (into focus).

• Driver tapping ‘end trip’ on Uber app on Microsoft device.

StoryboardEnd shot (SF) - (approx. 10 seconds):

3 Ending shots: San Francisco time-lapses at sunset; time-lapse with cars, Golden Gate

Bridge, Twin Peaks.

• San Francisco time-lapses: time-lapse with cars, followed by Golden Gate Bridge. Twin Peaks

sunset to finish. Possibility for motion controlled time-lapse /stock footage?

End cards - Uber and Microsoft CTA for competition

(approx. 5 seconds)

TOTAL TIME: 2mins 42seconds

Agreed content outputs:

CW to provide and MSFT to approve on the day. Thursday 28th August.

Photography from morning of activity of 5 x Uber cars in each city (note USA images will

come in later in day) and case studies receiving prizes.

CW to provide Monday morning 1st September.

MSFT to approve ready to release at 5pm GMT Monday 1st September.

x1 two and half minute global video, combining all cities

x1-2 case study vines per city

x1 vine of cars within cities

CW to provide Tuesday 1st September

MSFT to approve Tuesday 2nd September

x2-3 vines of case studies per city

x1 vine of reactions from Uber customers and amalgamated activity

Social Media

Social Strategy

#oneexperience

Video

Global UK US

Competition

VinesTo keep momentum of video views

Images and social CTA

VinesTo keep momentum of video views

Images and social CTA

Timings for Social Media

On the Thursday 28th August as the filming kicks off,

we will release images in both markets of the five

Uber and Microsoft branded cars lined up with copy

explaining the activity.

The video will be released on Monday 1st September

during sunrise in the US and sunset in the UK. This is prime

time as people will be checking their phones in the

morning in the US as they wake up and start their day and

in the UK people will be commuting back to work.

5.00pm GMT

9.00am PST

The video will then sit on the global Microsoft page to

generate the most views of the video possible. The CTA at

the end of the video will engage people to enter the

competition using #OneExperience.

Throughout the afternoon in the US on Tuesday, the team

will release Vines/small videos of the interesting case

studies. The UK will begin this Wednesday morning. Both

countries will continue engaging with the public with

additional content to help encourage people to enter the

competition.

The competition winner will be announced the following

Monday 1st September.

Images of the activity on Thursday 28th August

Winner announced Monday 8th September

Tuesday 2nd September

Social Media Calendar Key Messages:

#OneExperience in three cities with Uber

Try Something Different with Uber and Microsoft

28th August.

Assets available on the day post 2pm:

- Picture of all branded cars lined up

- Picture of Lumia phone with Uber app outside a branded Lumia car

- Advocate with Lumia and Uber goodies next to branded car

Copy1: Bet you’ve never experienced a journey in one of these? Try something different today between 3.30pm and 5.30pm. When you dial an Uber

car you could be in with a treat #OneExperience

Copy2: Have you had your #OneExperience yet and been lucky with Uber and Microsoft? This guy/girl has.

1st September

Asset1: The full video to appear on the Global channel

Copy UK & US Channels 1: Check out these epic journeys. What’s your most memorable journey? Tell us using #OneExperience and you could be in

with the chance to win an ultimate journey to change your own experiences. Try something different! See the T’s and C’s for entry here. [Bitly link to

Conversations]

Copy UK & US Channels 2: If you could experience a once in a lifetime journey what would it be? #OneExperience [Bitly link to video]

Asset 2 for US only: Vine of US case study sharing their journey

Copy 2: What was your most memorable #OneExperience ? We filmed in US/UK to find out theirs. Remember to enter the #OneExperience

competition to win an ultimate journey. #oneexperience

Social Media Calendar1st September

Asset 1 UK: Vine of case study sharing their journey

Copy 1: [Reactive comment about the case study]. Watch our #OneExperience here BITLEY, to discover what true journeys look like in London and

the US. What is your most memorable journey? [Link to Competition T’s and C’s]

Ongoing copy: Engagement to some of the responses

2nd September

Asset 1: BITLEY to video

Copy 1: We’ll be announcing the winner of #OneExperience with Uber and Microsoft tomorrow, so make sure you watch the video to hear these

emotional journeys and inspire you to share your own.

Ongoing copy: Engagement to some of the responses

3rd September

Asset 1: Vine of amalgamated activity including call from Uber car, branded cars and reactions from being given devices

Copy 1: [Reactive comment about case studies and entries so far] [link to video] #OneExperience

8th September.

Asset 1: Winners entry

Copy 1: Congratulations to xxx for your entry [reactive comment about winning entry] we’ll private message you to share more details about your

prize of an ultimate journey to help you have more happy memories #OneExperience

#oneexperience

For more info [email protected]

Appendix

Equipment List

GEAR LIST:

• C100 with Ninja (shooting ProRes 422 HQ)

• 2 x GoPro with suction mount for taxi’s

• Slider

• CP2 lenses (21mm, 28mm, 35mm, 50mm, 85mm)

• Matte box with Grad ND filter for establishing b-roll.

• 25fps

Crew List/ Roles

• DP

• Sound Guy

• Gaffer/Grip

• Director

• Camera operator

• Producer

Team

UK Team

Claire Cowling

Senior Project Manager

Sarah Jackson

Director

Yazmin Malcolm

Project Manager

David Holman

Production Manager/Creative

Further Support

Leandro Righini

Creative Director

Matthew Lawes

DP/Camera Operator

Jack Maddison

DP/Camera Operator

US Team

Matthew Molino

LA/Project Manager

Glenn Pajarito

NY/Creative Director

Kaitlin Del Campo

Producer

Fran Paciocco

NY/Project Manager

Uber Campaign Master 22nd August

Documents

Transcript of Uber Campaign Master 22nd August