Even the biggest stars start somewhere.That’s why Uber brought together three of this year’s Best New Artist nominees with three aspiring artists who also drove with Uber. From the backseat, the nominees took the drivers around their hometowns and shared stories and advice about what they learned on their roads to success. So Lil Uzi gives advice to a fellow Philadelphia rapper. Khalid shared stories with a beat-maker from West Texas. And Julia Michaels reminisced with a SoCal singer.

With a timeline of just six weeks surrounding the 2017 holiday season, we partnered with three Best New Artist Nominees: Lil Uzi Vert, Julia Michaels, and Khalid. Over the course of the following weeks, we filmed these artists in Nashville, El Paso, Los Angeles, and Philadelphia.

To kick off the campaign, during the Grammys judges’ deliberation period, we purchased flagship OOH media in NYC (Times Square) and Los Angeles (Sunset Blvd) for each nominee as a way to showcase our support. And with the Grammys happening in New York City, we ran OOH placements in all five boroughs.

During the Grammys broadcast, we aired our three Best New Artist nominees’ Road to the Grammys TV spots.

In the weeks surrounding the Grammys, content from this campaign was also released across YouTube, Facebook, Instagram, and Twitter, both from Uber’s channels and also from our nominees’ handles.

This campaign garnered more than 19.8 million TV viewers, 25 million social impressions, and 1.9 million video views. Our Times Square OOH ran while the ball dropped on New Years Eve and earned over 1 billion impressions.

Social engagement was extremely high and far beyond brand benchmarks, with a total of 2,392 mentions from 1/26-1/30 with positive tone. Notable publications that mentioned the campaign include; US Weekly Magazine, Billboard, Variety and ABC7.