In 2018, the film director Alfonso Cuarón, released the movie, Roma.

A movie inspired by his childhood in Mexico and located in the Mexican neighborhood of La Roma. This neighborhood is one of the iconic places of Mexico City and it's also a place where thousand of Ubers drive through every day.

When the movie was nominated to 10 Academy Awards, included Best Picture, Uber felt the need to celebrate all the things that make this neighborhood so special.

For Uber Mexico, Roma is more than a 2hr film.

Roma is “The First Academy Award Nominee Neighborhood”.

To celebrate it, we created a campaign that recognized all the residents of La Roma and its landmarks as part of the Academy Award Nomination.

When the movie won three Oscars, everything change.

We launched our campaign again, but with a big change.

This time we recognized all the residents of La Roma and its landmarks as Academy Award Winners and gave away a promotional code to our Uber users inviting them to La Roma.

This campaign was a tribute to all Mexicans residents of the neighborhood La Roma.

By acknowledging them first as Nominees and then as Winners, we go a lot of brand engagement and generated a strong positive sentiment on our local social media channels.

We did an online video in which we celebrate all the things that are part of La Roma and are also nominated to an Academy Award such as the parks, the streets, the hospitals and of course the residents of the neighborhood. The video was shared on Facebook, Twitter, Youtube and Instagram of Uber Mexico.

We also did a print and guerilla campaign all over the neighborhood.

The day after we launched our campaign,

Roma won 3 Academy Awards, including Best Foreigner Picture.

We needed to update our campaign. That is why we did it all over again, but to celebrate the winners.

This time, we also gave away to our users a promotional code:

All Uber Rides that were heading to La Roma were free.

The 5-day-campaign turned out to be the most successful one, on Uber Mexico Social Media Channels. We got 5.8 million impressions, 131 million brand interactions and a total of 99.70% positive reactions.