Uber Eats ‘The Mystery Streamer’
BRAND AWARENESS
To promote Uber Eats to a young, gaming-savvy audience, the campaign used a popular mechanic on Twitch.
CLIENT
Uber Eats
ROLE
Concept & Show Direction
YEAR
2024
THE CHALLENGE
Raise awareness and likability for Uber Eats, positioning it as Gen Z’s number-one food-ordering service among the Twitch audience.
THE APPROACH
The global success of mystery-show formats informed a branded streaming mechanic built around anticipation and favourite creators.
THE CAMPAIGN
Five shows in four weeks, hosted by Doktor Froid and featuring a new Mystery Streamer each time, drove word of mouth and viewership from episode to episode.