Uber / Cadillac Digital Strategy Detroit Auto Show

Maitland Waters
Digital Strategy Director
@maitlandwaters
Web: http://www.symbioagency.com | e: +maitland@symbioagency.com
NYC, USA
January 13th
, 2014
Uber / Cadillac Partnership
#UberCadillac
#NAIAS
@Cadillac
@Uber_Det
@NAIASDetroit
@maitlandwaters

©2012 Symbio Agency. - All rights reservedWeb: http://www.symbioagency.com | e:maitland@symbioagency.com
Overview
 Maitland Background
 Introduction to Uber
 Experiential Marketing Detroit Auto Show
 Going Beyond the Convention Center
 User Scenarios
 Targeted Marketing for people “in market” for the Cadillac
 Marketing and Promotions
 Outreach to Influencers and Social Channel Management
 Results

Introduction to UBER
Why Uber and Cadillac
Insight:
•The # 1 Uber vehicle in
Detroit, Michigan USA is a
Cadillac.
•Uber vehicles are owner
operated and maintained
with pride, none more than
Cadillac
•Detroit is the biggest and
most important auto Show
globally for GM and US
manufacturers

Request a Car at the Touch of a Button
App available for iPhone/Android and at m.uber.com
Your Private Driver Arrives
You can follow your driver on your phone, including minute by minute
ETA
Leave Cash At Home
Payment is automatic to a credit card on file
How Uber Works
Uber is technology platform that connects drivers with
riders to create an on-demand luxury experience.
Currently, Uber has service in over 40 cities and 19
countries around the world.
Here in Detroit, Uber is changing the way people get
around. With safe and reliable transportation just the
touch of a button away, the city is more accessible than
ever before.
Target App Users with GM Data

Uber can create a custom GM vehicle option within
the application that can be open to the public or
unlocked by targeted users. Targeting people “in
market” who have visited a showroom, currently a
Cadillac Owner or opted via App or email subscription
Users will be able to request a ride to the Auto Show
in a GM featured vehicle to create an exclusive and
unique experience
This revolutionary experience will be unlike anything
ever done for the Auto Show and will place GM a step
above it’s competition
Uber has executed similar partnerships in other
markets with great success. We’ve seen these types
of user experiences generate buzz through various
press outlets, blogs and social media
Offer the 2015 Escalade to Auto Show visitors

Oct 16th
, 2013
Future State: ‘A Day in the Life’ of a
Cadillac Prospect/Customer
Targeting Users with Data

Revolutionize the Auto Show forever
Experiential Marketing beyond the show

How we do it.
Activity and Tactics

A day in the life of a Digital Driver
User Experience

Day In The Life Goals
• Day in the Life represents user
scenarios for delivering differentiated
Cadillac experiences both online and
offline.
• Moves from multi to integrated channel
engagement mapping (inbound and
outbound in surround sound)
• Solicits any issues (cultural, contractual,
regulatory, etc) surrounding various
journeys
• Builds upon continuous learning system
approach to optimize the value of every
interaction (personalize and coordinate)

Summary of Customer Scenarios
ACQUISITION
Complement Acquisition DM campaign
(all products)
Customer Cross Sell-Upsell to targeted
landing page
Changes to life stage / Triggers
Partner co-branded

CUSTOMER - Dealer Recognition /
UTILIZATION
Promote Dealer, pay with GM
Card/Chase
Revive dormant email-based
relationships
Changes to life stage / Triggers
Apps, etc.
CUSTOMER SERVICE
Drive to dealer / service centers,
relationship
App, Widget, Chrome, SMS,
Email
Owner Center, On Star,
Pandora, iOS7, Bluetooth
BRAND
Brand campaigns
Partner Co-brand campaigns
Product launches
Social cause-based marketing
Events
GM rewards points
Cadillac customer rewards

Cadillac Customer Journey
1. Consider– Considers different product
brands based on previous experience and
media exposure
2. Evaluate – Consumer gathers information to
narrow their choices. Shows ‘signals’ of
interest for Cadillac by behavior – what the
user does and doesn’t do. Dealer enquiry.
Test Drives. Etc.
3. Buy– Consumers decides on a brand and is
ready to buy. - Engages with Cadillac dealer.
4. Post Purchase Experience – Shapes
opinions about Cadillac based on post-
purchase experience. (Follow up from
Dealer, Cadillac, welcome kit….. - Consumer
reflects on the buying experience, creating
expectations/considerations that will inform
a subsequent purchase (Social Sharing)
5. Loyalty/Advocacy– Remains with Cadillac
and recommends it to others (Social
Advocacy)

Gender: Male
Age: 33
Relationship: Married
Current City: Austin Texas
Credit Score: 750+
Children: One Young Daughter
Income: $160,000 - Wealthy
Occupation: Founder at a tech
start-up
Education: College
Cluster: Digital Dollars
Meet Bert Ellis (Current Cadillac Customer)
Motivations: Bert likes to feel well
informed and in control. He has his
family at the center of everything
he does.
Barriers to overcome: Bert does
his research and needs to feel
confident in the value of any new
product / service.
Top Media Outlets:
• Reddit
• Buzzfeed
•Golf Digest
• Techcrunch
• Linkedin
• Mashable
NATIVE SERVICES AVAILABLE IN-CAR
PERSONAL APPS ON MOBILE

ANDROID
BYOD/
WORK
Digital Portrait - A Multi-Screen Engagement
•BEHAVIORS
•Uses AEREO to watch live TV and record shows
• Participates in 3-4 Golf events a year
•Keeps Sirius XM to listen to Howard Stern in the
mornings
• Users Twitter as a resource for research digital
partners
• Heavy Facebook user for sharing family photos
• Watches Sports on TiVo every weekend
COMMUTE
HOME
WORK
MEDIA PARTNER PREFERENCES
TRAVEL/BUSINESS

When considering channel
& offer media mix…
…time of day, segmentation
and partnerships matter now
more than ever.
Time and Date Media Consumption

Relevancy:
Know what I like, and offer me relevant
products. Help me find those products quickly
and with minimal effort.
Consistency:
Keep up with me! In the latest
channels I’m spending my time
on. Offer me products that are
available both online and
offline.
Frequency:
Respect and abide by my
communication preferences. Don’t
abuse the trust I’ve given you.
Adjust frequency based on
channel specs.
Value:
Don’t waste my time. Streamline my
browsing experience. Leverage my
registered / opted in preferences
Recognition:
Know me when you talk to me.
Give me preferred treatment if I am
a loyal customer. Across your
brands and partner websites
Interactivity:
Talk with me, not at me. If
something goes wrong, fix it
quickly.
Dan’s Expectations
What you need to do to Win and Keep my business
What you need to do to win my business, keep my business and
empower me to become a Cadillac advocate.
Social Currency:
If I’m delighted by your
products, people or passion, I
will share that with my network.
Help me do that.

In the morning, I jump on my laptop, throw on my
headphones for some iTunes Radio and brew some strong
coffee and prepare for my hectic day. As I jam to some
great new tunes, I experience and video ad from Cadillac
that encourages me to register for tickets to the Rolling
Stones Cadillac Sponsored party in Detroit in January for
the International Auto Show. Afterparty: DJ Yoda. If I use
UBER and my GM Card I get 30% off my ride! To and from
the event.
BEHIND THE SCENES
• Goal: Reinforce Cadillac benefits
to existing customers, driving
them to digital channels to engage
via Apples Omni-Channel
Solutions.
• Use the app ecosystem (and
Apple/Acxiom data) as a vehicle
for engaging Cadillac target
consumers whenever and
wherever they are.
iOS Cyber Monday 2012
• 14% of all online shopping
transactions came from an iPad or
iPhone (Sales / Accessories
iOS Owns Black Friday 2012
• 65% YoY growth of sales from
connected devices from 2011
• 88% of all tablet transactions
came from an iPad of all online
shopping transactions came from
an iPad or iPhone
• Source: IBM Digital Analytics
Benchmark Study; Nov 2012
iTunes Radio iAds / Efficient Media Buying 9:00 AM
MEDIA PAYMENTTRANSPORTBRANDEXPERIENCE

While surfing the web during lunch, I see an ad for
GM Rewards on Facebook. I didn’t realize that I
could Shop With Points on Amazon.com. I have
tons of GM Rewards points built up so I click
through on the ad and link my GM Rewards
Member account with my Amazon.com account –
quick and easy.
BEHIND THE SCENES
1. Cadillac seeks to engage
its current customers who
have signed up for GMCard
Points who also shop on
Amazon.com.
2. Cadillac seeks to change
existing customer behavior
online -- share of wallet
and usage stimulation
• Data collected in the DMP
is used to determine the
best segments to target –
not solely off the fact that
a user was a current GM
Capital One Rewards
member, but also because
they over-index for
eCommerce behavior (i.e..
Heavy Amazon shopper).
• Leveraging the
partnerships Cadillac and
Acxiom have with
Facebook and Amazon,
Custom Audiences is used
for 1:1 messaging at scale.
• Target key segments based
on a profitability
Digital Targeting on Facebook /
Amazon.com
1:00 PM
Heavy
Amazon
Shoppers
GMcCard
Customers
Matched
Data
Pay with your GMCardand receive free
shipping.
Pay with your GMCardand receive free
shipping.
11
22

While watching Tiger Woods coast to a seven-shot
victory at the Bridgestone Invitational on my new
large screen HDTV, I notice an ad from Cadillac
that reminds me of an upcoming event that I want
to attend. I go online and search for “Cadillac Test
Drives,” recalling the ad that I just saw on TV. I
decide to go ahead sign in to Facebook. I click the
“like” button which is “subscribe” and more
convenient than providing my personal email.
BEHIND THE SCENES
• Cadillac is seeking to engage its
current customers to enroll and
utilize the GM Events Feature on
Facebook.
• The Cadillac Analytics team
identifies customer segments in the
DMP that share characteristics of
Cadillac customers (e.g. Digital
Dollars).
• Cadillac team plans and executes an
awareness campaign with TiVo Ads,
leveraging insights from Cadillac
analytics research.
• Frank Ferris (a current customer)
views the TV spot while watching
the US Open on his HDTV on
Cablevision.
• Cadillac makes more efficient use of
its TV media buy as well as
harnesses the ever-growing second-
screen behavior (TV / Tablet or
Mobile).
Addressable TV and Efficient Media Buying 9:00 PM
Targeted Segment: Digital
Dollars
Suburban dwellers, High
wages

Meet John and Stephanie (Cadillac Prospects)
Behaviors
• Enjoy reading e-books on their Kindle Fire HD at
their beach house
• Stay in touch with their children and
grandchildren with Facetime and Skype
•Seeking more GM card points to travel the world
ENTERTAINMENT
COMMUNICATION

John wants a new GM Points card so that he and Stephanie
can travel more extensively. He searches for “GM
platinum / GM card” on Google and clicks on the top
ranked ad, landing on GMCards.com. He knows exactly
what he’s looking for – an GM card and 40K points. He
reads the information but navigates away to consider the
terms. He returns 5 days later, at which point the
GMCards.com site sweetens the deal with a pre-approved
offer and 50K points. Blake applies and gets the new GM
Card. They even let him design it!
BEHIND THE SCENES
• GM is seeking to acquire pre-
approved individuals using
advanced targeting methods.
What we know:
• Blake is focused on GM card
• Blake has a high wallet share
potential
• Blake has a strong NPV value
• GM also knows behind the scenes
that Blake has a high likelihood of
being pre-approved using ‘offline’
pre-approved segmentation for
online – assuming high match
confidence).
As a result, GM offers :
• A Hero offer with much richer
rewards vs. the average/generic offer
for GM.
Search Engine Marketing and Web
Personalization
3:00 PM

Gender: Male
Age: 83
Relationship: Unknown
Current City: Detroit / NYC
Credit Score: 810+
Children: 3 College Aged
Daughters. 2 Sons.
Income: $1,000,000 - Wealthy
Occupation: Created a Record Label
and Industry
Education: High School
Cluster: Musical Maestro
Meet (Mr. Motown) Berry Gordy
Top Media
Outlets:
- Motown Records
- G+Q Magazine
- Esquire iPad
- Billboard.com
- iTunes
Motivations: Staying busy
and keeping his finger on the
pulse of the business is
important.
Barriers to overcome:
Finding some quiet times.
Which technology impact
music? Cut down on the
“noise” with new acts/artists.
Create more leisure time

Meet (Mr. Motown) Berry Gordy
Behaviors
Old school when it comes to music. But
wants to be briefed by his team on new
technology and how it will impact his
business, his artists and their
incomes/revenues.
Tests new hardware given to him by partners.
(Beats by Dre)
PERSONAL APP IN/OUT CAR
TESTING BEATS BY BRE
WORKPERSONAL

While surfing on Facebook, Mr Gordy notices a Cadillac ad
for a live stream “big reveal of the CTS Sedan” and that
piques his interest. Berry is ‘in-market’ for a new 2014
Cadillac so that he and Mrs Gordy can ride in style. He clicks
on the ad and lands on cadillac2014.com. He knows exactly
what he’s looking for, the event RSVP – He reads the
information but navigates away to consider his schedule. He
returns 5 days later, at which point the Cadillac site
sweetens the deal with a Complimentary UBER ride from the
airport for the Detroit Auto Show. Mr Gordy downloads the
GM app Branded Uber App immediately!
BEHIND THE SCENES
• GM is seeking to increase awareness
of the 2014 models during the Car
Show in Detroit. They will use
targeting methods.
What we know:
• Mr Gordy is focused on Cadillac
• Mr Gordy has a high wallet share
potential
• Mr Gordy has a strong NPV value
• GM also knows behind the scenes
that Gordy is involved in charity /
funding raising and has a high
likelihood of being pre-approved
using ‘offline’ pre-approved
segmentation for online – assuming
high match confidence).
As a result, GM offers :
• A Hero offer with much richer
rewards vs. the average/generic offer
for GM/Uber.
Search Engine Marketing and Social Web
Personalization
3:00 PM

THE CADILLAC EXPERIENCE
DIRECT MAIL INVITE
BRANDED APP
AUFFEUR CAR SERVICES
IN CAR ENTERTAINMENT PAPERLESS BILLING

Marketing and Promotion
Marketing and Promotion

Target Social Advocates with Data
Democratic
(Distributed)
Ambassadors
(Appointed)
Influencers
(Chosen)
Ambassadors
(Appointed)

Digital Marketing from Cadillac / GM Cards and UBER
4
DISPLAY ADVERTISING
SEARCH
EMAIL
EVENTS
POSTCARD

Google SMS campaigns for GM App/Uber App
4

Results
Launch

Sales, Social Advocacy and PR+ Marketing
4
General Motors
Corp. (Research) said
Wednesday that the real
estate guru and TV
reality show star will
receive the first 2006
Cadillac DTS executive
limousine.
GM Fleet Deal
3. GM and UBER
putting drivers back to
work in the finest made
vehicles. In style.

Cadillac and Uber Team Up During Auto Show
Cadillac and Uber Team Up During Auto Show
Free on-demand rides provided around Detroit metro area in 2014 Cadillac
2014-01-09
DETROIT – Cadillac and Uber are teaming up to provide on-demand private driver services in and around Detroit
during the media, industry and charity previews of the 2014 North American International Auto Show.
Uber and Cadillac are making sure NAIAS attendees arrive in style. Users of the Uber smartphone app will be able to
call for a private driver in either a 2014 Cadillac SRX or Escalade luxury utility vehicle.
“Cadillac's partnership with Uber gives auto show attendees the opportunity to experience a new Cadillac vehicle,"
said Melody Lee, director, brand and reputation strategy for Global Cadillac. "Both Cadillac and Uber are known
for remaking the rules when it comes to technology and service."
Uber Cadillac rides are limited to 15 minutes and will cover all destinations within Downtown, Corktown and Midtown,
free of charge. Show-goers will be able to request an Uber Cadillac vehicle during the following times:
Sunday, January 125 p.m. – 11:30 p.m.Monday, January 136 a.m. – 7:30 p.m.Tuesday, January 146 a.m. – 7:30
p.m.Wednesday, January 1511:30 a.m. – 9:30 p.m.Thursday, January 166:30 a.m. – 9:30 p.m.Friday, January
175:30 p.m. – 1 a.m.
To request a ride in a 2014 Cadillac, users should open the Uber smartphone app, toggle to the right and select
the “Cadillac” option; select the pickup location; tap “Request;” and the 2014 SRX or Escalade will be on its way.
Riders are encouraged to post to Twitter and Instagram about their experiences using the #UberCadillac hashtag
to @Cadillac and @Uber_Det.
“We are very excited to partner with Cadillac during the 2014 North American International Auto Show,” said Michael
White, general manager, Uber Detroit. “To be able to offer riders exclusive Cadillac vehicles to arrive in style
during the show heightens the great Uber experience.”
Uber Detroit will also offer new users $20 off their first Uber Detroit ride if they enter the promo code “Cadillac.”
Availability of the free rides will be limited. The Uber Cadillac vehicle type will be next to the driver’s picture. The
2014 Escalade can seat up to six passengers; the 2014 SRX has capacity for up to four passengers.
About Cadillac
Cadillac has been a leading luxury auto brand since 1902. Today Cadillac is growing globally, driven by an
expanding product portfolio featuring dramatic design and technology. More information on Cadillac appears
at www.cadillac.com. Cadillac's media website with information, images and video can be found
atmedia.cadillac.com.
# # #
About Uber
Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we
make cities more accessible, opening up more possibilities for riders and more business for drivers. From our
founding in 2009 to our launches in over 60 cities today, Uber's rapidly expanding global presence continues to
bring people and their cities closer. For further information, visit www.uber.com.

Appendix
Any questions?
Appendix

EMBRACE Showrooming!
 http://youtu.be/nJVoYsBym88
PROS
•Integrated with e-
commerce / delivery
service
•Leverages small,
previously impossible
locations for retail
•No stock/staff required at
local level
•PopUp Shop provides
new engagement at
inexpensive or surprising
places for consumers.
•Overcomes some
limitations of mobile
device web experience for
shopping. (small screen,
user experience etc)
CONS
•Smart phone required
•Customer service may
be limited.
•“Shelf space” / wall real
estate may be limited not
offering all products.
•Introduces new
technical issues (App /
downloads / scanning /
user malfunction)
•Categories / Visual
Display could be
confusing (OCADO
example)

SYNC from American Express
 http://youtu.be/0B-Km9vAIwo
If the cardholder then
purchases the product involved
using his Amex card, the
discount is automatically
applied in his Amex account.
All a cardholder has to do is
check in to a store with
Foursquare, press: load card
and upon payment the
discount is automatically
credited to the cardholders
account within days.
Mapping the
“Expense
Graph”

Card Readers – Enabling M-Commerce
PROS
•Enabling new merchants
who aren’t tied to a
location or store
•Targets cashless
customers
•Synced with existing
back office / accounts.
CONS
•Internet service required
•iPhone required
•Merchant account
required
•Could be damaged,
dropped or stolen by
customers

Stamps.com (Distributed Retail)
Distribution of Services
•Virtualizes bricks and mortar
•Enabling e-commerce at the
point of demand
•Customers become partners
•Labor is crowd-sourced (e-
tickets, scan groceries etc)
•Enhanced tracking with
personalized stamps which
contain metadata.
•Purchase a virtual product which
requires no shipping or handling.
Analog Info Embedded
Price / Class
Digital Info Embedded
Price / Class
Origin Address (street, city, state, country)
Destination Address (street, city, state,
country)
Route traveled
Duration / Time
Scan-able for automated services
Every stamp is unique and personalized
Everyone has a
barcode reader in
their hand!

AirWalk Invisible Pop Up Store
http://youtu.be/4erNe_NpdyE
PROS
•Pre-sale ordering targets
“Uber cool” demographic
•Location based scarcity
(NYC/Venice Beach)
•Leverages new,
previously impossible
locations for retail
•No stock/staff required at
local level
•PopUp Shop provides
new and shareable
opportunities.
•Novel idea capturing
peoples imagination
CONS
•Smart phone required
•Customer service may
be limited.
•Introduces new
technical issues (App /
downloads / scanning /
user malfunction)

#Social TV - The Second Screen
#Social TV refers to technologies surrounding television
that promote communication and social interaction
related to program content.

#Social TV – The Second Screen
Benefits
•Syncing Broadcast
with Mobile/Social
Media
•Creates new
“unlimited” inventory
for advertisers against
scarce/limited content.
•Claw back
engagement from
viewers “Multi-tasking”
(FB, TW, Email, IM,
txt)
•Capitalize on the new
behavior: “Check-in”.
•Deliver advertising
directly related to
broadcast media.
•Timestamp /
Reminder services

#Social TV’s first “Triple Threat”
NBC Lets Viewers Buy Items They See on TV Via Their Mobile Device

B.Y.O.D (Bring your own device)
 Personal demand for smart phones has
leapfrogged what most companies can
afford to offer their employees.
Great for:
 Non desk workers, hourly workers.
 Remote, mobile, or field based
employees, students and affiliated users

B.Y.O.D (Bring your own device)
 400 restaurants
 40,000 employees that they have never engaged
electronically. The majority of them now (2012) have smart
devices.
 Texas Roadhouse has a need to engage employees to drive
sales, build culture, reinforce training, incentivize, introduce
new products, best practices etc.
 They also have a need to enable their individual restaurant
mangers (Managing Partners) to build seamless
communication with employees and corporate via their mobile
device.

CHROME for iOS
 Light, lean and fast.
 Synced logins/bookmarks
 Integrated search
 Send to mobile
 Private browsing
 Google lost YouTube, Search
AND Maps on iOS. Gained
Chrome
 Google Chrome OS strategy

Insights
In retail people are using mobile to:
 Discover – Find new products and services via targeted
marketing and recommendations from friends and social
networks.
 Compare – Comparison shopping in store and online.
 Purchase – Pay for goods, transfer money, shopping.
 Reward – promotions, digital coupons, credits and rewards.
 Locate –Anywhere, anytime, any device
Questions or comments:
 maitland@symbioagency.com
 @maitlandwaters
Thank you!

 There are lots examples of companies doing well in mobile retail. You
can look at them yourself.
 I’m going to focus on some examples which are less obvious,
interesting, and different.
Look at Who is Winning

Uber / Cadillac Digital Strategy Detroit Auto Show

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