The app that moves millions of people every day was rebuilt from the ground up. So we needed to create a destination where riders around the world could explore what’s new and improved before their phones were updated.

The timeline for the microsite and related videos was 8 weeks, which was especially tight given the fact that the app was far from a finished when we kicked off creative. So this was one of those “fix it while it’s flying” efforts, with numerous product features and design elements being added mid production. Two weeks before the launch, an announcement email was sent to over 100 million people around the world to prime them about the new app and drive them to the campaign microsite. There were also paid social ads, in-app messages, and a press push that led to over 63 million total impressions. Once the new app had fully rolled out, the campaign strategy shifted towards education with feature deep dives and How-To videos.