Uber
Defeated Discounts
95.8% Chance of Losing
As the summer of soccer comes to a close soon, Uber found a way to celebrate the fans who experienced the tournament the way most inevitably do: through defeat.
Rather than focusing on the fleeting winning moments, Uber's "Defeated Discounts" campaign embraced the reality that by the final whistle, nearly every team's supporters had been eliminated. Instead of leaving disappointed fans empty-handed, Uber made them winners, offering 30% off their next Uber trip after their team was knocked out.
The campaign came to life this summer across social, CRM, field marketing, and a standout experiential activation called the "Tissue Box." In Los Angeles, Miami, New York, New Jersey, and San Francisco, you may have spotted Uber’s transformed vehicle into an oversized tissue box, complete with tissues emerging from the roof and copy reading: "Sorry for your team's loss. Losing fans get 30% off their ride."
On the ground, Uber ambassadors handed out branded tissue packs carrying the same message, turning a lighthearted gesture into a memorable brand experience at the moment fans needed it most. The "Tissue Box" was produced in partnership with our friends at experiential agency, CNC Agency.
By reframing elimination as something worth rewarding, Uber ensured that even the losing fans walked away with a win.
