Dive Brief:
- Uber Eats is bolstering its upcoming Super Bowl commercial with an in-app integration that allows consumers to build their own version of the brand’s ad, according to details shared with Marketing Dive.
- Consumers within the Uber Eats app can access a content library to discover alternate scenes for its commercial that can be combined to help the brand make the case that football was invented to sell food, a key theme within its last two Super Bowl ads.
- The content library offers cameos from celebrities including Addison Rae, Tramell Tillman, Amelia Dimoldenberg, Matthew McConaughey, Bradley Cooper and Parker Posey — the latter three of whom feature in Uber Eats’ Super Bowl ad.
Dive Insight:
Uber Eats is hoping to maximize its investment in the Super Bowl with its in-app extension, a sensible move as the cost for 30-seconds of airtime skyrockets to $10 million. The experience, which launched Feb. 3, could help the brand draw more attention to its spot. The move could also draw more attention to its app as consumers plan food orders for their watch parties.
The food delivery platform will advertise in the game with a 60-second ad that will air in the second quarter. The spot, titled “Hungry For The Truth,” follows McConaughey, who enlists support from Posey, as he asserts his theory that football was created to sell food. A similar theme was used for its 2025 Super Bowl ad, which also starred McConaughey.
To extend its commercial, Uber Eats is offering alternate scenes in its app for consumers to build their own version of the ad. Those featured in the clips include celebrities Tillman, Addison Rae, McConaughey, Posey, Cooper and Dimoldenberg along with athletes Jerry Rice, Ahmad “Sauce” Gardner and Floyd “Pork Chop” Womack and San Francisco 49ers mascot Sourdough Sam.
The content also references five teams and 18 current or past NFL players and over 40 unique food and football connections. Over 1,000 possible commercial combinations are possible, with more than 36 hours of content available in total. An explainer video helps describe the experience.
Second-screen programming has become a staple of Super Bowl advertising in recent years. This year, sports betting platform Fanatics has been encouraging fans to bet with or against Kylie Jenner within its app on which team, the New England Patriots or Seattle Seahawks, will win the big game. The platform is also airing a commercial during halftime. Avocados from Mexico, meanwhile, will not appear during the game, but has been marketing itself in the run-up to the game via an AI prediction bot.
Last year, Kia ran a counterprogramming mobile campaign during the Super Bowl that put its own spin on the popular wagering game that randomly assigns numbers on a grid designed to correspond to the last digit of each team’s score at the end of each quarter.
