Uber India Unlocks a Surprise This Motherâ€™s Day
Uber, the ridesharing app that is redefining urban mobility across the world, recently concluded a first of its kind social media campaign for Mother’s Day in India. What started as a tweet from a homesick rider soon turned into a full-fledged campaign that received an overwhelming response from hundreds of participants, generating 9 million impressions and 25,000 engagements over a short span of 5 days. The campaign trended nationally for over 16 hours on Twitter and led to hundreds of Facebook and Twitter posts that celebrated mothers.
Susan Pinto, a rider from Bangalore tweeted a heartfelt message to Uber India wishing to visit her mom on Mother’s Day. Little did she know her hashtag - #Homeiswheremomis would lead to a campaign that trended on Twitter. This escalated when Uber led the bandwagon and she also received support from several other twitteratis. Based on the overwhelming response to #GetPintoHome, Uber made Susan Pinto’s simple wish come true by flying her to Ahmedabad to surprise her mom.
When most people were looking for thoughtful gifts and treats for their moms, Uber India decided to take the #Homeiswheremomis campaign to riders across the country, encouraging them to share stories and videos of their moms on social media. The number of likes it garnered and the traction it got determined 4 lucky riders who won an all-expense paid trip to visit their moms over the Mother’s Day weekend.
Commenting on the success of this campaign, Sanjay Gupta, newly appointed Head of Marketing, Uber India said, “Uber has always strived to build campaigns which ‘surprise and delight’ riders. We all know that a day well spent with mom is one of the best Mother’s Day gifts. When we saw our response to Susan go viral, we decided to launch a campaign for all our riders who wanted to pay a surprise visit home over the Mother’s Day weekend. We are elated with the success of this campaign and the phenomenal response it received. It was also very heartening to see the mothers’ reactions to this surprise. We will continue to engage with our riders through more such meaningful campaigns in the future.”
Along with Susan Pinto, four more riders won an all-expense paid trip through Uber India’s campaign #Homeiswheremomis.