EFFEN Vodka owned the air, sea and land during Miami Art Week 2016, partnering with 50 Cent and Uber to enhance the art crowd’s experience and encourage riders to Drink Smart®.
By air, MULTIPLY created the first-ever UberSEAPLANE; by sea, UberBOAT connected Miami Beach and the art districts; and on land, riders could request a complimentary #EFFENUpgrade in an SUV custom-wrapped by Kwue Molly.
Molly also created the EFFEN Bottle Wall, a live art installation which brought a unique and interactive element to Basel Castle.
“@effenvodka wins #artbasel — thanks for the free @uber_miami #upgrade — the only way to ride!”Digest Miami
The campaign generated tens of millions of earned and social media impressions, and won the week for the thousands of art lovers who took advantage of the Uber plus up.