Uber Eats made headlines with an “out of this world” food delivery, quite literally! They achieved a remarkable feat by delivering food to space.
This delivery marks Uber Eats’ first-ever food delivery to space, expanding their service beyond Earth’s surface and into the cosmos. It’s a small step for food delivery but a giant leap for delivery-kind!
Campaign Overview
The Concept:
Uber Eats celebrated their first food delivery to space by offering a promotional discount of $10 off on orders over $20. The promotion was available to the first 24,800 people who used the promo code SPACEFOOD, reflecting the distance in miles from Earth to the International Space Station (ISS). The campaign ran from December 13-19, 2021, and was a part of Uber Eats’ broader commitment to delivering anywhere and anything, including space.
Execution
Collaboration with Space Mission: Uber Eats partnered with Japanese billionaire Yusaku Maezawa, who traveled to the International Space Station (ISS) on December 11. Maezawa hand-delivered ready-to-eat canned food items to the astronauts aboard the ISS.
Menu Items Delivered: The space menu included a variety of dishes such as boiled mackerel in miso, simmered chicken with bamboo shoots, braised pork, and a beef bowl cooked in a sweet sauce.
Journey Details: The delivery traveled 248 miles and took 8 hours and 34 minutes from Maezawa’s departure from Earth until it reached the ISS.
Promotional Offer: Uber Eats provided a discount of $10 off on orders over $20. This offer was available to the first 24,800 people who used the promo code SPACEFOOD. The number 24,800 represents the distance from Earth to the ISS in miles. The promotion ran from December 13-19, 2021.
Impact and Results
This campaign was part of Uber Eats’ commitment to expanding their delivery services, emphasizing that they can help people get anything from anywhere, even space. It was a clever way to engage customers and highlight their milestone achievement in food delivery innovation.
Lessons Learned
- Innovation in Marketing: The campaign showcased how innovative marketing strategies can create buzz and engage customers. It emphasized Uber Eats’ ability to push boundaries and explore new frontiers in delivery services.
- Customer Engagement: Offering a unique promotion can significantly increase customer engagement and brand visibility. It also provides an opportunity for customers to participate in a milestone event.
- Brand Positioning: Such campaigns can position a brand as a leader in innovation and customer service, reinforcing the message that they are willing to go the extra mile (or to space) for their customers.
