Situation: Uber One approached NBCUniversal to partner on a co-branded campaign, to raise awareness and affinity for their subscription service Uber One. Uber had already invested in a national campaign centered around “One-Hit Wonders”, running spots during the Super Bowl, and the Bravo play was designed to be the next hyper-targeted chapter in the story.

Brief: Identify a “Bravoleb” with a robust following and a pre-existing song familiar to fans, that we can re-record to expand and broaden Uber’s “One Hit Wonder” campaign.

Objectives: Drive awareness, name recognition and signups for Uber’s subscription service Uber One and position Uber as a brand on the pulse of pop culture.

We capitalized on the rapidly developing pop culture phenom known as “The Scandoval” by bringing Uber One together with Vanderpump Rules stars Lala Kent, Ariana Madix and Scheana Shay for an epic studio remix of Scheana’s One Hit Wonder fan favorite kitschy pop tune “Good as Gold.” We crafted hot new Uber One focused lyrics and included superfan easter eggs that authentically linked the show and brand, igniting fans and setting playlists on fire!

Custom content leveraging Bravo talent/IP drives higher brand metrics v. custom content on competitive primetime networks* Targeting Gen Z and millennials, it was critical to create custom content that authentically resonated with Bravo superfans. We were able to put Uber One in the center of a huge cultural moment ie. The Scandoval, and drive home name recognition for a service with an unremarkable name, by Uber’s own admission. Uber also wanted to show up as a brand that is down to play in pop culture, and fully “in on the joke” when it comes to the secret language of the Vanderpump fanbase.

After a six-week production timeline, we shot talent in a recording studio and filmed their performance of a fan-fave pop track from the early era of Vanderpump Rules, a kitschy little gem by cast member Scheana Shay called “Good as Gold”. We also taped their vocals for the most authentic final product, showcasing their natural interactions and friendship. We then debuted our :30 “music video” during the Vanderpump Rules Season 10 finale on May 17, 2023. Our goal was to capitalize on the hugely anticipated episode, since it contained Scandoval scenes that were taped post-reveal, most notably a confrontation between the principal talent Tom Sandoval and Ariana Maddix. The creative ran across Bravo Linear and Peacock on a national scale and was re-posted to social media on bravotv.com, TikTok and talent Instagram handles.

• Placement: Bravo Linear & Peacock

• Scale: National

• Brand relevance: Leveraging the pop culture phenomenon known as “Scandoval” & tapping into influential/relevant Bravo talent

• Touch points: Linear, Streaming, Social, Press

The results exceeded our wildest expectations! Social fan sentiment was overwhelmingly positive as the content became part of the Scandoval story, representing Ariana’s “rise from the ashes”.

• 279M+ Total Impressions

• TikTok and Instagram Ad became the #1 most viewed of all time from @bravotv

• Spawned thousands of TikTok remixes such as Peanuts, Barbie, and posts from Charlie D’Amelio with over 150 million followers.

• Garnered ~66K+ total engagements on TikTok, as well as an average of 1.3K+ engagements per post

• Savings! Gif is now official on Giphy.

• Attracted an average of 1.3K+ engagements per post

• Stimulated 2,766% more positivity (86% net sentiment) than the VPR show (3% net sentiment). This is a superb score and an +83pp higher sentiment among highly-engaged users.