Uber Eats Shark Bait
To announce that it now delivers McDonald’s in New Zealand, Uber Eats decided to play a joke – not on a person, but on Auckland Aquarium’s iconic Shark Bus. It built a fully roadworthy Filet-o-Fish car and then, unannounced, started punking the Shark Bus by driving in front of it all day long. The stunt stopped traffic in its tracks, generated over 3.7 million social impressions in just nine days, over 100,000 likes and made the front page of Reddit, generating 60,000 upvotes, and driving a 123% increase in Filet-o-Fish sales. That’s a lot o-fish.
- BrandingBrand Activation
- ExperientialOut-of-Home
Country
- New Zealand
Client
- Uber Eats
Production Company
- Wonder
Executive Creative Director
- Tony Bradbourne
Group Business Director
- Marcelle Baker
Senior Account Manager
- Bonnie Shum
Digital Director
- Stu Mallarkey
Social & Digital Marketing Manager
- Daisy Conroy-Botica
Strategy Director
- Celia Garforth
Production Director
- Buster Caldwell
Production Manager
- Alec Stringer
- Scott Tristram
Senior Marketing Manager
- Caylie Honeycombe
Brand Manager
- Natasha Van Der Laan
Head of Communications
- Nicky Preston
Head of Brand and Advertising
- Georgie Jeffries
Marketing Director
- Steve Brennen
PR Agency
- Pead PR
Advertising Agency
- Special Group Auckland
Design Agency
- Special Group Auckland
To announce that it now delivers McDonald’s in New Zealand, Uber Eats decided to play a joke – not on a person, but on Auckland Aquarium’s iconic Shark Bus. It built a fully roadworthy Filet-o-Fish car and then, unannounced, started punking the Shark Bus by driving in front of it all day long. The stunt stopped traffic in its tracks, generated over 3.7 million social impressions in just nine days, over 100,000 likes and made the front page of Reddit, generating 60,000 upvotes, and driving a 123% increase in Filet-o-Fish sales. That’s a lot o-fish.