March Madness Delivery Partner Appreciation Campaign

This concept originated at a time when delivery partner sentiment was at an all-time low. The campaign was developed as a "thank you" to show delivery partners appreciation for their efforts.

Art Direction
Concept

Target insights

The ability to make extra income is the #1 reason people deliver with Uber Eats

One of the barriers for existing partners is earnings lower than expected

Courier sentiment at an all-time low

So, we decided to give couriers what they love: $ $ $

The March Madness Tip Off

As a thank you, tips earned by delivery partners during the games were doubled. In addition, March Madness tickets were given to selected couriers and the winners were featured on the MVC spotlight series (most valuable courier). 

Emails and in-product banners were used to communicate with both audiences - those giving and those receiving tips - that tip value would be doubled during March Madness games

“I absolutely love the opportunity to set my own hours, visit different restaurants, check out the scenery in neighboring towns.”

"My work takes up most of my time, but I’ve built my life around things I love, I’ve always been a nerd who gets excited about learning new things.”