Uber puts riders in the game before it begins
Uber and Netflix partnered with Subtropic to launch the platform’s first AR game inspired by the season 2 of Squid Game.
Enhancing the rider’s journey
Uber saw a unique opportunity—riders have down time during trips, making ride time the perfect moment for immersive, non-intrusive advertising. Teaming up with Netflix, Uber launched an AR version of Red Light, Green Light. This wasn’t just Uber’s first AR ad—it redefined what’s possible with in-ride advertising, turning ride time into an interactive experience filled with suspense, nostalgia, and cultural buzz.
The game-changing experience
Exclusive to Uber riders, the game launched in Mexico, Brazil, and the U.S., with an on-the-ground activation at Miami’s Hard Rock Stadium, where Squid Game’s iconic Pink Guards greeted riders boarding the Uber shuttle. Onboard, they played an augmented reality version of the popular show’s Red Light, Green Light game, inspired by Season 1 with subtle tweaks to the rules that hints at Season 2’s evolution.
Reimagining ad experiences for
ride share audiences
The AR game promoted the premiere of the show and turned riders into active participants by blending entertainment and advertising into a single, unforgettable ride. Uber’s partnership with Subtropic Studios not only elevated in-ride advertising but also pioneered a scalable model for blending creativity, technology, and utility in ride-share environments.
Average Immersive
Game Play
Above Uber
Benchmarks
116K
172K
Unique Players
Total Views
3.24% CTR
1+ min
117K
Total Users
Entrant Company / Organization Name
Subtropic Studios
Entry Team Credits
Uber
Will Beeson
Partner Manager, Entertainment
Uber AdvertisingKate Ferrara
Sr. Client Partner, Entertainment
Uber AdvertisingBen Gross
Global Lead, Creative Strategy
Uber AdvertisingLaura Sandoval
Industry Team Lead, Entertainment
Uber AdvertisingMrinalini Nair
Head of Global Partner Strategy
Uber AdvertisingAnders Gorne
General Manager
Uber ShuttleCharlie Coghlin
Events Lead
Uber ShuttleSubtropic
Victor Kowalski
Creative DirectorJordany Iturbide
Creative TechnologistAnna Pogudina
3D DesignerSerhii Melnyk
AR DeveloperJourney Whitaker
Sound DesignSkyler Porras
3D AnimatorJamie Song
Motion Designer
Serhii Dehtiarov
AR Concept DesignerJT Torres
Project Manager
Peera Thongsilp
Chief Creative OfficerMediaHub
Alexis Westin
Madison Brinser
Dillan Boada
Mackenzie Emerson
Marielle Deguia
Hayley Gilbert
Laura Kelly
Madee Lwin
Simeon Edmunds
Larry Hester
Kailyn Jackson
Riley HodgeNetflix
Aivy Nguyen
UCAN Media MarketingDenise Martin
Title MarketingGaston Perez
Title MarketingAaron Jones
Title MarketingDemetrius Pace
Digital ProducerFrancesca Arginelli
Marketing Operations