The news: At Cannes Lions, Uber Eats won the Media Grand Prix for its "Build Your Own Super Bowl" campaign. Instead of only running a Super Bowl spot, the brand launched an interactive in-app experience that let fans mix and match 36 hours of original celebrity footage only accessible in the app to edit their own commercials, turning a passive viewing event into an active digital campaign.

Why it matters: This campaign provided a new spin on event advertising by pairing a 30-second TV spot that reached over 100 million viewers with mass personalization, proving that high return on investment can come from blending entertainment with direct digital engagement right where transactions happen.

The big picture: There will be 218.6 million US second-screen users this year, accounting for 81% of the population, per EMARKETER forecast; of that total, nearly 100% will use a mobile device this year. Uber Eats capitalized on the second device in-hand, while the viewer received an experience and incentive for in-app use.

The campaign generated Uber Eats’ highest-ever Super Bowl sales volume, resulting in a $36 million revenue increase. The interactive feature also drove a surge in traffic of 3.7 million app visits during the activation period, validating the Cannes Media Grand Prix win with clear metrics.

The creative strategy succeeded because it repurposed raw content as a playground for users rather than a finished product, all while maintaining brand consistency.

Implications for marketers: Uber Eats’ success shows that gamification and promoting audience participation can drive meaningful results.

• Gamify the conversion path: Traditional ads ask audiences to watch; interactive campaigns ask them to participate. Tying promotional discounts to user engagement keeps consumers inside an ecosystem longer and increases ad recall.
• Merge brand and performance: Bridge the gap between branding and conversion. Creativity does not need to be sacrificed to drive immediate sales.
• Decentralize content control: Provided structured flexibility allowing the public to distribute and scale your message organically.

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