Since spring, Special has been reminding Australians what they can’t do while driving vs what they can do in an Uber. Then in December Uber, EssenceMediacom, Livewire and Special, made the most wonderful of those can do things real. The Uber Backseat Arcade brought to life a digital gaming playground to transform journey downtime into playtime.
The gaming activation, part of Uber’s Can’t Do That if You’re Driving, continued to challenge the traditional notion that car ownership brings freedom by transforming passive travel time into an engaging, rewarding experience.
For two weeks in December, passengers riding with Uber had the chance to be served the Backseat Arcade directly within the Uber app. Riders could play three classic retro games – Snake, Meteors, and Brick Breaker – chosen for their simplicity and perfect length for an Uber journey. By tapping to play, passengers competed for high scores and unlocked discounts of up to 30% off their next trip, making every ride more rewarding. EssenceMediacom and Special’s strategy was to embed gaming into the Uber app, bringing the campaign’s promise of “passenger freedom” to life and helping passengers experience it with entertainment and exclusive rewards.
To amplify buzz, the Backseat Arcade was promoted via Uber’s in-app ads. During the activation, nearly 20,000 users played during Uber rides, with Snake proving to be the most popular game and making up more than half of all gameplay. The average play duration was over four minutes, with 90% of users playing for more than one minute, and 3,000 repeat plays. Nearly 8,000 promo vouchers were won and claimed, demonstrating the game’s success in both engaging riders and encouraging repeat usage, all while driving a shift in brand perception.
Dan Greenberg, Uber Australia marketing manager, stated, “With the Backseat Arcade we were able to bring our Can’t Do That If You’re Driving platform to life right in the moment, reminding Aussies of all the great things that can happen when you’re not driving. Working with EssenceMediacom and Livewire to recreate some classic arcade vibes with the perfect amount of nostalgia is a win-win: bringing some fun to the backseat and rewarding riders for riding with us again.”
Marine Turner, EssenceMediacom Sydney head of strategy, added, “Uber Backseat Arcade is a brilliant example of how creativity and technology can transform everyday moments. We identified the opportunity to go beyond traditional reach into immersive gaming experience and by turning travel time into playtime, we’ve made Uber rides more memorable and rewarding for passengers, while reinforcing Uber’s position as a brand that delivers unique experiences.”
Adam Fischer, Livewire APAC general manager, commented, “Our collaboration with Uber, EssenceMediacom and Special showcases the immense potential of gamification to enhance everyday experiences. By embedding these classic games directly into the Uber app, we’re not just providing entertainment; we’re creating a unique, memorable brand touchpoint that resonates deeply with the gaming community and beyond.”
Simon Gibson, Special, Group Creative Director, added, “Backseat Arcade is a wonderfully simple demonstration of the truth behind Can’t Do That If You’re Driving and a powerful reminder that I’m terrible at Snake.”
Here’s where Can’t Do That if You’re Driving began:
