To announce that they now deliver McDonalds, Uber Eats created a live transit stunt - designed to get people talking and snapping photos and sharing.

The stunt was to ‘punk’ Auckland Aquariums’ iconic ‘Shark Bus’ that had been shuttling passengers for the last 10 years. The ‘Shark Bus’ is a very well-known Auckland sight – running along Auckland’s busy waterfront roads 10 times a day – every day.

So Uber Eats spent 2 months creating a Filet-o-Fish burger car (30:1 to the real burger) then one day ‘released’ it front of the bus for the whole city to witness the chase.

The stunt generated over 3.7million social impressions, which drove a massive 123% increase in Filet-o-Fish sales. And grew total Uber Eats orders by 28%

And the ‘Shark Bait’ digital game was played 64,000 times in 7 days.

The city to aquarium bus-shuttle is an extremely well-known sight in Auckland. It’s been constantly ferrying tourists from downtown Auckland to the aquarium for more than ten years. The iconic shark shuttle performs its run every half hour, for seven hours every day and is seen by hundreds of thousands of people every week.

So seeing this city icon – now chasing a delicious looking Filet-o-Fish car – stopped pedestrians and traffic alike. Thousands of images of the stunt flooded social media channels, making the front page of Reddit, and gaining over 100,000 likes.

To amplify the idea beyond the city of Auckland, we created a mobile PacMan-styled game that replicated the real-life stunt.