American Marketer


McLaren brings 650S to Dubai with Uber

February 4, 2015

McLaren McLaren


British automaker McLaren partnered with mobile application Uber in Dubai, United Arab Emirates, to bring the innovative concepts of both brands to consumers and fans.

Uber users in the city were given a surprise when a McLaren vehicle pulled up to their designated location for their taxi pick-up. The British automaker gave Uber consumers another shock when they were handed the keys to drive the vehicle, leaving a user-friendly campaign that likely resonated with participants who unexpectedly interacted with the brand.

Surprise driver
On Dec. 6, McLaren went out across Dubai picking up Uber consumers in a McLaren 650S for its first “test drive on demand.”

A camera crew followed the vehicle and the consumers as they reacted to driving the sports car. A short film compiled the clips of consumers.

The McLaren representative in the car speaks about the reasoning behind these two brands: “McLaren and Uber are both game changing, innovative brands. We can use that Uber technology to bring something different to McLaren’s customers and fans.”

“Spotted in Downtown Dubai… #650Yeah,” follows the consumers requesting their car and Uber’s app showing the vehicle arrive at their location. The users are then shown in the car, as one man calls a friend and revs the engine for them and a woman makes a disclaimer about the drive being her first time handling a sports car.

"Spotted in Downtown Dubai... #650Yeah"

Uber has been used by luxury brands in other situations.

For example, consumers shopping at upscale Los Angeles area malls The Americana at Brand or The Grove did not have to worry about parking last holiday season.

From Black Friday Nov. 28 through Wednesday, Dec. 24, consumers were able to book complimentary Uber Black rides to either shopping center, courtesy of real estate developer and owner Caruso Affiliated. Providing a valuable service to consumers during what can be a stressful time of the year will likely create a lasting impression (see story).