Coca-Cola Tests Contextual Storytelling With Uber Advertising's 'Journey Takeovers'
Uber Advertising has expanded its premium media offerings with the launch of “Journey Takeovers,” an ad format designed to transform everyday rides into immersive, destination-based brand storytelling experiences. The Coca-Cola Co. is a launch partner for the offering.
Unveiled at CES on Jan. 6, the format is developed through Uber Advertising’s in-house Creative Studio, which officially launched in June, and weaves branded content directly into a rider’s journey — from opening the Uber app to arriving at their destination.
The launch reflects a broader trend across retail and commerce media toward formats that leverage context, intent and location to deepen engagement. Unlike traditional digital ads, Journey Takeovers are designed to feel native to the Uber experience, unfolding as riders track their trip in real time.
How It Works
Journey Takeovers combine multiple in-app elements, including a branded map takeover, a custom moving icon and Journey Ads, to create a cohesive, full-trip narrative aligned with where riders are going and key cultural events. By anchoring storytelling to real-world movement and intent, Uber is positioning the format as a way for brands to show up in moments that feel relevant rather than interruptive.
“People open Uber when they’re already headed somewhere that matters,” Kristi Argyilan, global head of Uber Advertising, said in an Uber blog post. “Journey Ads features an average global view time of over 100 seconds, and the moving icon on the map is one of the most attention-grabbing spaces in the app. Journey Takeover builds on that by partnering with select brands to create entertaining digital experiences that unfold across the ride and connect to where riders are going.”
Inside Coca-Cola's Campaign
For Coca-Cola’s debut campaign, Uber Advertising’s Creative Studio developed market-specific creative that appeared during rides to contextually relevant destinations such as restaurants, sporting events and grocery stores — locations where Coca-Cola beverages are commonly purchased.
Riders saw Coca-Cola-branded delivery vehicles moving across Uber’s map, with creative tailored by region. In the U.S., Spain and Portugal, the experience featured the Coca-Cola Christmas Caravan, while riders in Australia and New Zealand saw a branded Kombi van, and riders in Mexico saw Santa’s sleigh.
By pairing destination signals with immersive visuals, Uber is blending digital storytelling with real-world commerce moments — a strategy that mirrors how retail media networks are increasingly linking media exposure to physical and digital purchase opportunities.
Premium, Limited-Run Experiences
Uber Advertising said Journey Takeovers will run as limited-time campaigns by market and time period to preserve a high-quality rider experience and maintain brand impact. Initial markets include the U.S., Canada, the U.K. and Ireland, France, Spain, Portugal, Australia, New Zealand, Japan, Taiwan, Mexico and Brazil.
