ABOUT

Aussies love Gelato Messina for their indulgent gelato, but most don’t know about the craft and natural ingredients that go into every scoop. So, to launch Gelato Messina exclusively on UberEats, we created a social activation that starred their exclusive gelato makers: their cows. Capturing them in their natural glory, we used Instagram Live to stream the Jersey cows wearing jerseys, with promo codes. Viewers had to spot and redeem the code on the UberEats app. With $350k worth of prizes, viewers tuned in and spotted 12k Cow Codes in 14 minutes. UGC and Instagram reminders encouraged viewers to play.