The practice of manifestation — the belief that one can summon desired outcomes by broadcasting intentions to the universe — has become sufficiently mainstream among American teenagers that a rideshare company now considers it a viable marketing platform.
Uber, working with its agency of record Mother New York, has introduced a back-to-school campaign called "Manifest Your Best Year Ever," aimed at users of its parent-supervised Uber Teen accounts. The campaign acknowledges, with what appears to be a straight face, that young people are already asking the cosmos for help with their goals. Uber is positioning itself as a more reliable delivery mechanism.
"Teens are already broadcasting their goals to the universe, but the universe is a notoriously unreliable delivery service," the company noted in materials describing the effort. (One imagines the universe has not yet retained counsel.)
The campaign includes two 15-second films directed by the comedy team Adam & Dave of Arts & Sciences. One follows a teenager pursuing what the brand describes as "absolute unit" status at the gym; another depicts a young woman willing herself into becoming a "punctual queen." In both cases, Uber arrives to provide the practical assistance — rides to school, protein shakes via Uber Eats — that the universe has thus far declined to furnish.
New teen users are being offered a week of free service, comprising up to four rides and two Uber Eats orders, which represents a more concrete value proposition than most vision boards provide.
The company is also deploying what it calls a "manifestation portal" to 10 high schools nationwide, produced with CNC Agency. Students pose with friends, select affirmations and backdrops, and receive custom memes suitable for sharing. The activation, as these things are now called, also distributes branded merchandise.
"With Uber Teen accounts, we're helping teens get more out of their school year — from getting to class and activities to spending time with friends — while giving parents a helping hand and greater peace of mind," said Marisa Siegel, Uber's head of mobility brand marketing.
The campaign also marks the debut of a live video streaming feature that allows parents to watch a real-time feed of their teenager's ride. Whether this will be marketed as a manifestation of parental anxiety remains to be seen.
Original story published in campaignlive.com: "Uber Teen tells high schoolers to ‘manifest your best year ever’ in new back-to-school campaign | Campaign US"