Melbourne Cup

Name a better place to launch Uber’s new Uber Premier product than at the Melbourne Cup. 70,000 race goers experienced our #ArriveInStyle gate activation with VIPs landing in Uber Chopper.

The Challenge

Uber launches p2p luxury ride option

To firmly insert Uber’s new luxury ride option into special moments, Uber would launch Premier at the Melbourne Cup Carnival, where close to 70,000 attendees arrive and depart using the Uber app.

Our Solution

Launch a premium product with a premium experience

Hello Social orchestrated a national outreach #ArriveInStyle campaign. The team was on the ground all week from AAMI Victoria Derby Day through to the Seppelt Wines Stakes Day, capturing the Uber Premier experience, curating interactive live coverage through Uber’s social media channels and managing the logistics of flying 160 celebrities to and from Flemington Racecourse on the Uber Chopper, while broadcasting the #ArriveInStyle story through their social channels.


  • Social PR Stunts
  • Campaigns & Advertising
  • Social Media Strategy
  • Content Production