Each week, Schneider Associates analyzes the most significant brand, product, campaign or idea launch of the week. Learn more about launch at www.schneiderpr.com or email launch@schneiderpr.com.

1. Week of August 8, 2016

2. Image Source: https://newsroom.uber.com/us-new-york/wp-content/uploads/
sites/295/2015/07/uber_NYC-CT_beach-bag_blog_960x540_r2.jpg
Uber BEACHBAG

3. In a blog post to the newsroom on August 4 and through email blasts to users,
Uber announced a surprise summer giveaway.
On Friday, August 5 from 11:00a.m. to 2:00p.m., Uber users were able to request a free
beach bag delivery featuring beach gear from Uber brand partners.
Source: https://newsroom.uber.com/us-massachusetts/free-beach-bags-on-demand/

4. In order to receive the giveaway, users logged onto the Uber app and entered a promo
code,“BEACHBAG2016”if located in Boston, Cape Cod, Fairfield County, Hartford County,
Hoboken, Jersey City, Jersey Shore, Nantucket, New Haven County, New London County,
Newport, Martha’s Vineyard, Portsmouth, Portland, and Providence.
Just as if they were requesting a ride, users then selected the“BEACH BAG”option
in the slider, requesting an Uber brand ambassador to drop off the free gift bag at
your location.
Products in the gift bag included beach towels, sunscreen, headphones, sunglasses,
coolers, protein drinks and hats. Brand partners included:

6. Uber did receive a lot of negative feedback on social media regarding the availability of the
beach bags, many frustrated with not being able to receive one.

7. What this means for brands:
What this means for marketers:
Brands need to be cautious annoucing any last minute promotions or
giveaways. Although these stunts could cause a lot of social buzz in a short
period of time, brands need to be clear in their communications in order to
set expectations with participants. In Uber’s case, the scarce availability of the
beach bags could have been more clearly communicated, enticing users to
compete with each other instead of infuriating those who could not get one.
Quick promotions can be very impactful if executed well. Uber was able to
gain a lot of attention and participation in a short period of time, creating
for an impactful campaign. Marketers should consider brand partnerships
as a mutually beneficial way to leverage a campaign.