Uber and Microsoft partnered on a campaign called #OneExperience to create connected stories about memorable journeys across London, San Francisco, and Seattle. The campaign involved branding Uber vehicles and filming case studies sharing their most memorable journeys. Videos, images, and social media would be used to promote the Windows Phone ecosystem and drive awareness. A competition would encourage people to share their own journey stories for a chance to win a prize experience. The campaign aimed to showcase how technology can enhance life experiences across different cities through transportation and the sharing of personal stories.

1. August 2014

2. #OneExperience
Uber + Microsoft

3. August 28th
when

4. London, San Francisco
& Seattle
Start with

5. #OneExperience
The Why
To drive awareness of our ever-growing WP ecosystem through creating a series of connected stories through One Experience in 3
different cities, including Seattle, London and San Francisco.
The How
 Microsoft and Uber will brand 2 vehicles to showcase the experience - Audi A8, 1 Escalade in US and Audi A8 in London
 Microsoft and Uber will brand and host an upgraded Private Hire Vehicle to host filming of case studies who will share their
most memorable journey to camera.
 The branded car will also be available on the Uber app for two hours, to surprise customers who receive an Uber pack of both
MSFT and Uber goodies
• Create video content which resonates with everyday peoples lives including commuters and any consumer using public
transport
• Ensure content is shareable by using real people who have an emotional and real story to share about their most memorable
journey. Physical or emotional
Microsoft will leverage the recent momentum generated by the Uber app launches and combine it with the Microsoft colour story
to bring the Uber launch to life on WP.
The What
The hashtag will be #OneExperience and we’ll take inspiration from the Humans of New York series. We will ask two revealing
questions about a ‘memorable journey’ to connect stories across the globe. A call to action following the video will request other
fans to share their own journey stories using the hashtag, for the chance to win an overall prize of an exciting journey.

6. Drive social media
conversations around
Lumia & Windows Phone
ecosystem with Uber

7. Campaign Laydown
Activation
• 2 Private Hire Vehicles will be cross branded with Uber & Windows logos as well as a hashtag so
consumers can find out more information online #OneExperience
• x5-6 case studies and storytellers will be recruited to come and tell the world their interesting or life-
changing journey. We will also be surprising and delighting random Uber users that request the Microsoft
car.
CTA
• CTA1. Viewers of the video will be asked to reveal their own most memorable journey using the campaign
hashtag for the chance to win an ‘Uber journey’ of their own (€2k in travel vouchers)
Key Messages
• Try something different with Microsoft #OneExperience
• Microsoft and Uber reveal memorable journeys from your city
• Express your most memorable journey for the chance to win an Uber journey
• Make your journeys even more memorable with one experience and OneDrive available across all
Microsoft devices. Never miss a moment again and relive the experience.

8. Car Branding
Branding of cars:
#OneExperience plus Microsoft branding on the car.
#oneexperience

9. what

10. Overview of the Video
The Uber shoot has two key objectives in order for our activation to be filled with rich social shareable
content.
1) To curate great storytelling (taking inspiration from the Humans of New York) we’ll create a number of
human portraits and through our great production team we will cinematically connect the stories across
the three cities to demonstrate the #OneExperience provided by Uber and also the #OneExperience
Microsoft provides across its devices and services business.
2) To surprise and delight unsuspecting Uber customers. When the hero car is on the Uber App for two
hours we’ll pick up customers in our branded vehicle and there will be an Uber+MFST promo package on
the seat. We will shoot their reaction and ask them the same two questions:
Tell us about your most memorable journey? (where were you, who with, why etc)
If you could experience a once in a life time journey what would it be? (where to, who with etc)

11. Locations
UK:
• Big Ben
• Southbank
• London eye
• London / Tower Bridge
• Chelsea
San Fran:
• Golden Gate Bridge
• Street Trams
• Transamerica Pyramid
• Coit Tower
• City Hall
Seattle:
• Space Needle
• 1201 Third Avenue
• Smith Tower

12. Timings for shoot
Thursday 28th August. Filming will take place in London, San Francisco and Seattle.
 8.30/9am start – 6pm finish using one branded flagship vehicle and driver throughout. Cadillac Escalade in
US and Audi A8 as well as an Audi A8 in London
 10.30am photo call with additional 2 branded Uber cars (these 2x cars will only be used for the picture
moment)
 Focus of video content for one global video will consist of pre approved case studies answering the question
‘what is your most memorable journey’ and ‘if you had a once in a life time journey, what would it be?’
 3.30pm-5.30pm, flagship car will be available on Uber app
 Content will include pick up of adhoc consumers via Uber app, and reactions to the cars in surrounding cities
Branding of cars:
#OneExperience plus Microsoft branding on the car.
Incentive packs for the day
There will be 3x boxes (one per market) containing: Surface Pro 3, Surface Pro Keyboard, Lumia 930/Icon, Xbox
One. Once the case study has been presented with this we will then give them an envelop containing a £500/$600
voucher to obtain Microsoft products online.
We will have 10x vouchers/coupons per city for the case studies and Uber customers during the day.
#oneexperience

13. Storyboard
Establishing shot (LDN) - (approx. 12 seconds)
• Motion controlled London time-lapses, sunrise: Tower Bridge - ‘London’ title on this shot, millennium wheel etc.
Note: Here is a film with an intro that will have similar shots for the time-lapse:
https://vimeo.com/100558922 (password: se)
Establishing shots (LDN) - (approx. 12 seconds):
3 Establishing shots: London time-lapses at sunrise; Primrose Hill cityscape shot, Millennium Wheel and
Tower Bridge. ‘London’ title on this last shot.

14. Storyboard
Uber cab to participant (LDN) - (approx. 15 seconds):
• Land Rover driving towards camera over Tower Bridge, car-to-car shot.
• Camera attached to side of Uber car driving over Tower Bridge, wheel close-up.
• Close-up of participant requesting Uber car from Uber app on Microsoft device.
• Cut to driver in Land Rover, over shoulder shot of drivers hands on steering wheel, just past Tower Bridge.
• Shot centered on bonnet facing up towards windscreen with Tower Bridge reflections.
• Land Rover driving round corner past camera (Tower Bridge in background).
• Portrait shot of participant, against blue background (not in car - humans of New York blog style, looking
into lens).
• Camera attached to roof of Uber cab, looking down over bonnet and road, driving down The Mall.
• Uber pulling up to curb, straight on to camera, car comes into focus as it stops.
• Participant entering car, shot from passenger window height jib down to cab door closing with Uber and Microsoft logo on the outside of
the car. Car drives off.

15. Storyboard
Two background colour examples on London Southbank, for locations of participants portrait shots. Participant requesting Uber cab close-up.
Interior car driver detail example shots. Various GoPro shot angles as mentioned above.

16. Storyboard
Participant one / two? (LDN) - (approx. 30 seconds):
Participant in London Uber cab telling story, shot from 2 angles, intercut with London b-roll shots of
Uber car driving through city.
• C100 + Ninja wide shot, 21mm CP2 lens, in front seat looking back towards participant behind driver.
• Go-Pro outside window looking into participant.
• B-roll shot: Jib and slider shots.
• B-roll shot: Uber car with London BG, shard etc.
• B-roll shot: reflection shots.
• B-roll shot: car interiors / driver.
• B-roll shot: shots out of cab of landmarks etc.
• B-roll shot: driver giving participant gift.
• C100 wide shot, 21mm CP2 lens: participant reaction.
• Go-Pro outside window looking in: participant reaction.

17. Storyboard
Transition between London and Seattle (LDN / SEA) - (approx. 10 seconds):
Sequence to incorporate branding and landmarks.
• Shot of Uber car pulling up to curb in London Westminster Bridge, showing Uber logo on side of
car. Car moves slowly past camera to the back panel, out of focus at this point.
• Set shot in Seattle, person, wearing Green Microsoft device colour clothing, walks across frame for
wipe cut, revealing 2nd participant portrait shot on busy area by Seattle Landmark.
• Participant entering car, shot from low angle, jib up as participant shuts door (revealing Uber logo),
as Uber car drives off jib up, revealing iconic Seattle Landmark. ’Seattle’ title on this shot.
The Space Needle has a good reflection off the EMP museum by Frank
Gehry building. This could be used as a background for the participant
portrait shot in Seattle or for b-roll, incorporating colour.
Westminster Bridge location.

18. Storyboard
Participant two / three? (SEA) - (approx. 30 seconds):
Participant in Seattle Uber car telling story, shot from 2 angles, intercut with Seattle b-roll shots of
Uber car
driving through city.
• C300 wide shot, 21mm CP2 lens, in front seat looking back towards participant behind driver.
• Go-Pro outside window looking into participant.
• B-roll shot: Jib and slider shots.
• B-roll shot: Uber cab with Seattle BG, Space Needle etc.
• B-roll shot: reflection shots.
• B-roll shot: cab interiors / driver.
• B-roll shot: shots out of cab of landmarks etc.
• B-roll shot: driver giving participant gift.
• C100 wide shot, 21mm CP2 lens: participant reaction.
• Go-Pro outside window looking in: participant reaction.

19. Storyboard
Transition between Seattle and San Francisco (SEA / SF) - (approx. 10 seconds)
Sequence to show a passage of time / change in geographical location between the Seattle and
San Francisco.
• Uber car driving onto Seattle ferry, from land.
• Shot of back of ferry with white water, Seattle cityscape in background as ferry leaves dock, Uber
car on lower deck in shot (if they can get the cab in shot).
• Cut to people on ferry, looking out over views, member of public wipes frame with Orange t-shirt.
• Cut to wipe frame in San Francisco with Orange Tram blurred across frame, revealing Uber car
driving past. ‘San Francisco’ title on this shot.

20. Storyboard
Various shots of trams in San Francisco. Incorporating different
compositions of cables and tracks. Wipe cut leads to Uber cab in
similar shot to car above. Can the car drive over a man-hole with rising
steam?

21. Storyboard
Participant four / five? (SF) - (approx. 30 seconds):
Participant in San Francisco Uber car telling story, shot from 2 angles, intercut with San Francisco b-roll shots of Uber car
driving through city.
• C300 wide shot, 21mm CP2 lens, in front seat looking back towards participant behind driver.
• Go-Pro outside window looking into participant.
• B-roll shot: Jib and slider shots.
• B-roll shot: Uber cab with San Francisco BG, Golden Gate Bridge etc.
• B-roll shot: reflection shots.
• B-roll shot: car interiors / driver.
• B-roll shot: shots out of car of landmarks etc.
• B-roll shot: driver giving participant gift.
• C100 wide shot, 21mm CP2 lens: participant reaction.
• Go-Pro outside window looking in: participant reaction.
Participant leaving Uber car (SF) - (approx. 10 seconds):
End sequence to show Uber app, incorporating branding
• Uber cab slider shot tracking into car as it drives towards camera and
stops (into focus).
• Driver tapping ‘end trip’ on Uber app on Microsoft device.

22. Storyboard
End shot (SF) - (approx. 10 seconds):
3 Ending shots: San Francisco time-lapses at sunset; time-lapse with cars, Golden Gate
Bridge, Twin Peaks.
• San Francisco time-lapses: time-lapse with cars, followed by Golden Gate Bridge. Twin Peaks
sunset to finish. Possibility for motion controlled time-lapse /stock footage?
End cards - Uber and Microsoft CTA for competition
(approx. 5 seconds)
TOTAL TIME: 2mins 42seconds

23. Agreed content outputs:
CW to provide and MSFT to approve on the day. Thursday 28th August.
Photography from morning of activity of 5 x Uber cars in each city (note USA images will
come in later in day) and case studies receiving prizes.
CW to provide Monday morning 1st September.
MSFT to approve ready to release at 5pm GMT Monday 1st September.
x1 two and half minute global video, combining all cities
x1-2 case study vines per city
x1 vine of cars within cities
CW to provide Tuesday 1st September
MSFT to approve Tuesday 2nd September
x2-3 vines of case studies per city
x1 vine of reactions from Uber customers and amalgamated activity

24. Social Media

25. Social Strategy
#oneexperience
Video
GlobalUK US
Competition
Vines
To keep momentum of video views
Images and social CTA
Vines
To keep momentum of video views
Images and social CTA
Timings for Social Media
On the Thursday 28th August as the filming kicks off,
we will release images in both markets of the five
Uber and Microsoft branded cars lined up with copy
explaining the activity.
The video will be released on Monday 1st September
during sunrise in the US and sunset in the UK. This is prime
time as people will be checking their phones in the
morning in the US as they wake up and start their day and
in the UK people will be commuting back to work.
5.00pm GMT
9.00am PST
The video will then sit on the global Microsoft page to
generate the most views of the video possible. The CTA at
the end of the video will engage people to enter the
competition using #OneExperience.
Throughout the afternoon in the US on Tuesday, the team
will release Vines/small videos of the interesting case
studies. The UK will begin this Wednesday morning. Both
countries will continue engaging with the public with
additional content to help encourage people to enter the
competition.
The competition winner will be announced the following
Monday 1st September.
Images of the activity on Thursday 28th August
Winner announced Monday 8th September
Tuesday 2nd September

26. Social Media Calendar
Key Messages:
#OneExperience in three cities with Uber
Try Something Different with Uber and Microsoft
28th August.
Assets available on the day post 2pm:
- Picture of all branded cars lined up
- Picture of Lumia phone with Uber app outside a branded Lumia car
- Advocate with Lumia and Uber goodies next to branded car
Copy1: Bet you’ve never experienced a journey in one of these? Try something different today between 3.30pm and 5.30pm. When you dial an Uber
car you could be in with a treat #OneExperience
Copy2: Have you had your #OneExperience yet and been lucky with Uber and Microsoft? This guy/girl has.
1st September
Asset1: The full video to appear on the Global channel
Copy UK & US Channels 1: Check out these epic journeys. What’s your most memorable journey? Tell us using #OneExperience and you could be in
with the chance to win an ultimate journey to change your own experiences. Try something different! See the T’s and C’s for entry here. [Bitly link to
Conversations]
Copy UK & US Channels 2: If you could experience a once in a lifetime journey what would it be? #OneExperience [Bitly link to video]
Asset 2 for US only: Vine of US case study sharing their journey
Copy 2: What was your most memorable #OneExperience ? We filmed in US/UK to find out theirs. Remember to enter the #OneExperience
competition to win an ultimate journey. #oneexperience

27. Social Media Calendar
1st September
Asset 1 UK: Vine of case study sharing their journey
Copy 1: [Reactive comment about the case study]. Watch our #OneExperience here BITLEY, to discover what true journeys look like in London and
the US. What is your most memorable journey? [Link to Competition T’s and C’s]
Ongoing copy: Engagement to some of the responses
2nd September
Asset 1: BITLEY to video
Copy 1: We’ll be announcing the winner of #OneExperience with Uber and Microsoft tomorrow, so make sure you watch the video to hear these
emotional journeys and inspire you to share your own.
Ongoing copy: Engagement to some of the responses
3rd September
Asset 1: Vine of amalgamated activity including call from Uber car, branded cars and reactions from being given devices
Copy 1: [Reactive comment about case studies and entries so far] [link to video] #OneExperience
8th September.
Asset 1: Winners entry
Copy 1: Congratulations to xxx for your entry [reactive comment about winning entry] we’ll private message you to share more details about your
prize of an ultimate journey to help you have more happy memories #OneExperience
#oneexperience

28. For more info daniel.fellows@Microsoft.com

29. Appendix

30. Equipment List
GEAR LIST:
• C100 with Ninja (shooting ProRes 422 HQ)
• 2 x GoPro with suction mount for taxi’s
• Slider
• CP2 lenses (21mm, 28mm, 35mm, 50mm, 85mm)
• Matte box with Grad ND filter for establishing b-roll.
• 25fps

31. Crew List/ Roles
• DP
• Sound Guy
• Gaffer/Grip
• Director
• Camera operator
• Producer

32. Team
UK Team
Claire Cowling
Senior Project Manager
Sarah Jackson
Director
Yazmin Malcolm
Project Manager
David Holman
Production Manager/Creative
Further Support
Leandro Righini
Creative Director
Matthew Lawes
DP/Camera Operator
Jack Maddison
DP/Camera Operator
US Team
Matthew Molino
LA/Project Manager
Glenn Pajarito
NY/Creative Director
Kaitlin Del Campo
Producer
Fran Paciocco
NY/Project Manager