Uber x House of Dragons
Choose Your House. Claim Your Ride. Rule the Roads.
Project Overview
An groundbreaking collaboration between Uber and HBO's House of Dragons that transformed the ride-sharing experience into an immersive fantasy journey. Users could choose their house allegiance, ride in custom dragon-wrapped vehicles, and experience AR elements that brought Westeros to life in the real world.
My Role
Tools & Technologies
The Challenge
Create a seamless integration between Uber's ride-sharing platform and HBO's House of Dragons universe that would engage fantasy fans, drive app usage during the show's peak popularity, and demonstrate innovation in brand partnership marketing.
The Solution
Designed an immersive multi-platform campaign featuring dragon-themed vehicle wraps, house allegiance selection in the app, AR journey experiences, and a comprehensive Out-of-Home presence. The campaign transformed routine transportation into an epic fantasy experience.
User Research & Personas
Understanding our users through research and empathy
2847
Participants
3 weeks
Research Period
Methodologies
Maya Chen
24 • Content Creator & Digital Marketing Specialist
A passionate content creator who lives for immersive brand experiences and fantasy entertainment. Maya seeks authentic connections to her favorite fictional worlds and creates compelling content around unique experiences.
Transport Preferences
Goals
- Experience immersive brand activations that bring fantasy worlds to life
- Create shareable content that resonates with fellow fans
- Access exclusive experiences tied to favorite shows and franchises
Pain Points
- Generic marketing campaigns that lack authentic connection to source material
- Limited opportunities to engage with beloved franchises in real life
"I don't just want to watch House of Dragons - I want to live in that world, even if it's just for a ride across the city."
Jason Rivera
32 • Finance Director
A successful finance professional who values quality, innovation, and memorable experiences. Jason seeks premium services that enhance his lifestyle and provide impressive talking points in professional settings.
Transport Preferences
Goals
- Access premium transportation experiences that justify the cost
- Discover innovative services that enhance daily commute
- Share impressive experiences with colleagues and friends
Pain Points
- Standard ride services lack personality and memorable moments
- Limited options for special occasions or client entertainment
"When I'm paying for a premium experience, I want it to be genuinely special - something that turns a routine ride into a story worth telling."
Design Process
A structured approach from discovery to delivery
Strategic Partnership & Discovery
Deep dive into both brands' DNA to identify authentic integration opportunities that would feel natural to users while honoring the source material
Deliverables
Experience Design & Prototyping
Designing the core app experience, vehicle customization interface, and AR elements that would bring the fantasy world into reality
Deliverables
Production & Campaign Development
Bringing designs to life through vehicle wrapping, app development, billboard production, and comprehensive campaign asset creation
Deliverables
Launch & Amplification
Coordinated campaign launch across multiple markets with targeted social media amplification and influencer partnerships
Deliverables
Key Features
Innovative solutions that drive user engagement
House Allegiance Selection
Users choose between House Targaryen and House Hightower, unlocking themed vehicle options and personalized experience elements
Dragon-Wrapped Fleet
Custom vehicle wraps featuring intricate dragon scale patterns in house colors, transforming standard Ubers into fantasy vessels
AR Journey Experience
Augmented reality elements that activate during rides, bringing dragons and Westeros landmarks into the real world
Themed App Integration
Seamless in-app experience with house sigils, custom rating systems, and fantasy-inspired interface elements
Premium Experience Tiers
Multiple service levels from standard themed rides to luxury 'Royal Court' experiences with enhanced amenities
Social Amplification
Built-in sharing features encouraging users to showcase their house allegiance and ride experiences across social platforms
Results & Impact
Measurable outcomes that exceeded expectations
+127%
App Engagement
increase in session duration
45M+
Campaign Reach
total impressions across platforms
+89%
Premium Bookings
increase in premium ride selections
2.3M+
Social Mentions
organic social media mentions
+34%
Brand Favorability
increase among target demographic
+67%
User Retention
7-day retention rate improvement
"This campaign perfectly captured the epic scale and cultural impact of House of Dragons while enhancing the core Uber experience. The seamless integration created genuine excitement among users and demonstrated the power of authentic brand partnerships."
Sarah Chen
VP of Brand Partnerships, Uber