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AI-Powered Activation: Uber's 'Watch it to Ride' in Brazil

Agency
WPP
Brand
Unknown
Platforms
None
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Uber's 'Watch it to Ride' campaign leveraged AI to turn binge-watching into real-life experiences in Brazil, rewarding viewers for catching the word 'bora' through a character-driven activation. The initiative boosted engagement by 35% and demonstrated how technology can reframe consumer habits. The campaign showcased WPP's ability to innovate across platforms, proving that data-driven strategies can outperform traditional methods. The success of 'Watch it to Ride' highlights the potential of AI to transform entertainment into meaningful interactions.

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Published around: May 23, 2025 ?
Added to Agency Inside: March 22, 2026

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