Uber Creative Test Questions

Marketing Focused Creative
Section 1: Marketing
A) Promotions: Uber has a long track record of engaging people in unique and interesting
ways. We want to create promotions that not only acquire new users at a high ROI, but present
exciting and surprising ways for potential riders to interact with Uber.
Write a project plan to present to your manager for the below 2 categories. For each project
plan, include:
What are your goals? What are you looking to accomplish?

What is your audience for this promotion?
A comprehensive outline of how a potential rider would interact with your promotion
How you will you message this promotion? Social media? Email? Third party?
What will be messaged to the public? Write a paragraph or two of copy that explains the
promotion and engages your audience
What possible pitfalls do you see in organizing this promotion? How you will get around
those pitfalls?
How will you measure the efficacy of these promotions?
Category 1: A promotion focused on acquiring users for our low-cost option, uberX
Category 2: An on-demand promotion similar to Uber Ice Cream our Uber Chopper.
B) Laundry List: Create a laundry list of marketing ideas, whether an event/promo/etc. Include
a 1-2 sentence description for each, topped off with a creative & catchy blog post title for that
idea.
C) Practical: Find a bar or restaurant in your city that you believe would make a good partner
for Uber. Talk with the owners and managers of that bar. How would they want to partner
with Uber? What do they want in return? How would you structure this partnership to be most
beneficial for Uber?
Section 2: Support
Keeping disgruntled customers happy is a huge part of the job. Lets see how you'd handle
some of the worst customer emails we've seen, those listed below. You can take some liberties
with refunds or whatever you see fit. At Uber we use a casual/fun but professional tone ... lets
see what you got!
1) Driver turned a two mile trip into an 8 mile trip. No way Im paying this. Expect a chargeback
and some posts through my social media channels.
2) Hey Uber, I had a really strange interaction with my driver yesterday. First, he was a bit terse
and distracted when trying to figure out my pickup location. Then, when I finally got in the car,
he got into an accident. I know these things happen. But the reason he got into an accident was
that he was insisting on passing a water bottle to me in the backseat. I didnt even ask for one.
The worst part was that he wouldnt let me out of the car after the accident. The child locks were
on. I asked to be let out but he said No. It will only take a minute. I asked one more time to
open the doors, but again he said that he would be done in a minute. I felt uncomfortable at this
point, so did not ask again. Could you explain how this behavior could come from one of your
employees?
3) Uber made my engagement last night! I was proposing to my longtime girlfriend, and I knew I
needed that special touch. I ordered an UberBLACK for the occasion. I could not have asked for
a better driver. He really made the event feel special. Thanks Uber!
Section 3: Analytics
The following is for us to see how you think about promos and metrics. Answer as best you can.
We want to just see your thought process here (even if youre not sure).
A charity event has come to you and said they have a 1,000 person event and are willing to
do a dedicated email to their attendees. Youve done events like this in the past and have the
following historical data:
[Note: You do not need all of the info for each of the questions]
Promo (new user) - Promo Value; "dollars off a trip" Conversion - "Percent of users redeeming
promo" Avg Trip - "Average Uber trip fare ($)"
People - Event Attendees
# rides/year - "Number of assumed Uber rides per year per client" Margin - "Uber's portion of
the fare"
Questions:
1. Which promo should we use and why?
2. If we want to return a profit on each rider within 6 months, what is the max amount that we
would give on a promo?
3. How would you think about increasing conversion? ["promo conversion"?]
Unrelated to the above table and questions:
4. Youve noticed that average trips/signup has gone down:
a.) What could be causing this? b.) How might you increase it?

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How would you respond to the customer complaints?

What promotional strategy would you recommend for the charity event?

Marketing Focused Creative

What are your goals? What are you looking to accomplish?

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