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Meet the Makers E8: Special Group & Uber Eats - Eat Local

How Uber Eats turned a Super Bowl moment into a feature length brand experience on YouTube.

The moment a Super Bowl brief for a big brand crosses your desk, the excitement for all the places you can take it starts to flow. But with every brand flexing their creative muscle on Super Bowl Sunday, where can you take it to set the creative apart from the competition?

In this episode, Special Group’s Tom Martin and Julian Schreiber, and Uber Eats’ Georgie Jeffreys unpack how they took a 60-second spot for the Super Bowl and turned it into a feature length YouTube film. Along the way they revived the legends from Wayne’s World, and uncovered a treasure trove of tips for creative makers.

1. Give your campaign a home beyond the cultural moment.

With the saturation of advertising to compete against at the Super Bowl, it’s a lot to weigh up for brands looking to make their mark.

Which is why, in tandem with the TV spot, Special Group looked to the opportunities that lay outside the TV moment. “The Super Bowl moment is such a small part of the actual campaign,” explains Special Group CCO and partner, Julian Schreiber.

On the idea, he expands “We needed a place for it to live where people could actually go to it, study it, have fun with it.” Which is why the Super Bowl spot was only a part of a series of assets including shorter 30s, 15s, and 6s YouTube edits. Each piece of creative worked to funnel viewers to the true home of the campaign — a YouTube film over two hours in length, just long enough to thank almost 90,000 local restaurants across America.

On top of this, Special Group and Uber Eats took advantage of YouTube’s scrolling and chapter features to achieve a brand engagement well above the benchmarks of a flash-in-the-pan Super Bowl spot. Says Georgie Jeffreys, Head of Marketing, Uber Eats Canada & USA of the platforms that can offer that level of engagement, “YouTube is the only one that allowed us to share it, and ship it.”

2. Craft your concept to invite collaboration.

A strong idea always has a type of magnetic quality, but it’s even more powerful when it provides the right framework for collaborators and creative makers to successfully build upon it.

It would be impossible to bring the Eat Local message to life via Wayne’s World without having Mike Myers and Dana Carvey on board. “They resonated with the creative idea and the charitable component,” says Jeffreys on why the pair became collaborators in the creative process.

While Schreiber admits “It was a masterclass in comedic writing”, it’s a credit to the strength of a creative idea that it can sustain the collaboration of comedy super stars, and that it can elevate the output in such a powerful way.

4. Put respect at the core of your relationships.

With so much involved in bringing it to life, having a creative idea is only half the battle. One of the biggest factors supporting the process is the bond between all teams on the brief. Of their relationship to Special Group, Jeffreys says, “Both teams… we play our roles really well.”

“Georgies philosophy, which I think we all naturally have... is strong opinions loosely held,” expands Schreiber. Giving a safe space to provide input, while remaining open to having your mind changed means healthy debate can resolve on the best creative solutions.

Putting respect at the core of relationships means not only can everyone add value to the creative process and achieve the best outcome, but that they feel valued throughout the journey too.

Brands know they need more than a flash-in-the-pan to create meaningful engagement, and even the gravitational pull of the Super Bowl is no exception. That’s why making it just a small part of an even bigger campaign ecosystem meant Uber Eats could create customer connections far louder, and far longer than just Super Bowl Sunday. With the spots being ranked the 4th most watched Super Bowl piece on YouTube, and the 5th most watched on YouTube for the teaser in the US, the results spoke for themselves.

For more episodes of Meet the Makers and further creative inspiration, subscribe to Create with Google.