The One Arcade

Uber One for Students Campus Tour

Can you imagine what college would have been like if Uber existed? Sometimes my friends and I would order pizza for delivery, walk to the pizza shop and hop into the delivery drivers car just to get a free ride at the end of the night. Thooose were the days. Kids now not only have Uber BUT also Uber one for Students- a discounted membership program that offers students endless deals and perks on both Uber and Uber Eats. To create awareness and gather more sign ups for this awesome membership, we left phones and screens behind and met students IRL. We created The One Arcade- an arcade activation where the worlds of fantasy, nostalgia and membership perks came together. The One Arcade traveled across 15 different campuses over 17 weeks and I got to sit in my nostalgic feels working from different college libraries.

Initial AI Generated Explorations

Our hope was to transform the everyday campus into a playful escape. Building off the Uber One almost coin like symbol and “insert coin” arcade language, we knew we wanted to lean into a place of nostalgia. After exploring multiple arcade worlds (thanks to the generation powers of our robot assistants) we landed here. The image on the left was our creative goal and the right was what was brought to life thanks to our production partners at CNC Experiences.

We leaned into 90’s - 00s video game aesthetic. Filling the space with golden mushrooms (the brand color), cloud paths, coin topped flowers and other playful exaggerations of reality that blend a “dreamcore” aesthetic with throwback arcade vibes. I have no idea what dreamcore means.

The Games

The activation featured 5 custom games that highlighted Uber One benefits and popular partner brands like Taco Bell, Sephora, and Dunkin’. We reimagined arcade classics like pac-man, pop-a-shot, claw machines, and whack a mole. Amd we even made a digital version of our games for anyone who couldn’t catch us irl.

Microsite

Giveaways

Iconography