As the global leader in live entertainment, it made perfect sense for the global leader in ridesharing to become a marquee partner. By negotiating an extensive suite of operations and marketing assets across the globe, Uber positioned itself to improve the fan experience for millions. Activations included a secret concert with Galantis only accessible via the Uber app in New Orleans to celebrate Voodoo Music and Arts Festival, UberKaraoke to Mariah Carey’s ‘All I Want For Christmas Is You’ in Madrid, an Uber Rewards Oasis at Austin City Limits, Uber Radio Live supporting local musicians during Austin City Limits, a national campaign with Quinn XCII, and fully custom Uber Pickup/Drop-off zones serving tens of thousands of ravers at EDC Las Vegas.