YOUBER 2025

It seems like nowadays, every single brand does an end-of-year recap.

So when we were tasked with creating the first-ever end-of-year recap for Uber and Uber Eats, we had to make sure it wasn’t just another recap.

And it wasn’t. Because as it turns out, how you ride and what you order says a LOT about you. After all, we can’t spell “Uber” without ‘u’.

The EXPERIENCE

Building the first-ever YOUBER was a fully cross-functional task. We came up with the idea of YOUBER, storyboarded our dream flow of the in-app experience, then worked closely with Uber’s Data and Engineering teams to finesse the story to give users the most accurate, compelling look at their year in rides and eats. Below is just a taste of the full in-app experience, that lived in both the Uber and Uber Eats apps, with the ability for users to share their recap to social media.

THE CHARACTER REVEAL

It’s one thing to tell users how many Uber rides they took or how many times they ordered pad thai on Uber Eats. But it’s way cooler to tell people what their data actually means about them. So our grand reveal at the end of the YOUBER experience gave each user one of 14 different YOUBER characters, based on their unique data.

Based on our knowledge of Uber and Uber Eats products, features, and user behaviors with those products and features, we came up with every character, named each one, illustrated them, and wrote fun personality descriptions, so users could learn more about themselves.

PAID SOCIAL

To get the word out, we ran paid social across Snapchat and Instagram, and enlisted an extensive team of influencer partners to spread the good YOUBER word.

ORGANIC SOCIAL

And of course, since this project is all about harnessing more brand love, we had some fun on our organic social platforms, too.

AND… We got spoofed!

Just a couple of days after we announced that YOUBER was coming, SNL aired this. Coincidence?? We think not. And, we launched YOUBER anyway. Sorry ‘bout it.

INTERNAL COMMUNICATIONS

As a fun lil cherry on top, we created a suite of Zoom backgrounds, as well as Slack emojis, and more for Uber employees, to get them excited about YOUBER, get them to engage in the experience, and share it with their friends.