Build Your Own Super Bowl Commercial (case study)

Super Bowl ads are no longer just 30 or 60 seconds on television. As media costs continue to rise and audiences increasingly engage on multiple screens, brands need ways to extend attention beyond the broadcast and turn passive viewers into active participants.

Uber Eats transformed its Super Bowl commercial into an interactive experience by letting fans create their own version of the ad inside the app. Rather than delivering a fixed story, the brand opened up the creative process, giving audiences access to alternate scenes, celebrity cameos, and different narrative paths that could be combined into thousands of unique versions.

Created by Special US, the experience launched days before the Super Bowl. Inside the Uber Eats app, users could explore a content library featuring scenes with celebrities including Matthew McConaughey, Bradley Cooper, Parker Posey, Addison Rae, Tramell Tillman, and Amelia Dimoldenberg, alongside NFL legends and personalities. By selecting different clips, fans could assemble their own cut of the campaign, generating over 1,000 possible combinations and unlocking more than 36 hours of content built around Uber Eats' recurring "football was invented to sell food" platform.

The activation extended Uber Eats’ Super Bowl investment beyond the game itself, driving engagement directly within the app while encouraging users to interact with the campaign before and during the event. By turning a traditional commercial into a participatory second-screen experience, Uber Eats created a deeper and longer-lasting connection with football fans.