FOOTBALL IS FOR FOOD

Uber Eats ‘JUST THE RIGHT KIND OF “IT’S RIDICULOUSLY “GENIUS” “ITISACONSPIRACY “THEYALLMADE — “ASPECTACULAR ABSURDIST CRAZY” CLEVER” TO SELLFOOD” MEHUNGRY” — CONSPIRACY THEORY” n[pir FOX FOOTBALL IS S sie @|@ AN TURNING THE NFL INTOASEASON-LON SALES CHANNEL g How Uber Eats broke the rules to rewrite A the sponsorship playbook EXPOSING THE UNSEEN TRUTH BEHIND AMERICA'S FAVORITE SPORT Why does football make America hungry? The goalposts looklike fries. The plays are “scrambles” and "pancake blocks” and there are even players. named Ham, Peppers, and Mayo.. The food-football clues were everywhere, Yet no one ever asked why... until Uber Eats, TURNING THE ENTIRE SPORT OF AMERICAN FOOTBALL INTO ONE SEASON-LONG AD FOR UBER EATS. ‘This massive, unseen cultural truth inspired a season-long campaign to ‘expose America’s biggest conspiracy: football was invented just to sell food. All season, Uber Eats revealed hundreds of real, hidden connections between football and food~then turned those foods into bespoke - ‘gameday deals, driving fans from the game to the app. By taking over : ‘every part of the NFL, Uber Eats went from being an advertiser around the ‘game, to making the game itself one giant ad for Uber Eats. > ™HIGHEST | EVER $250M+ SPIKE EARNED MEDIA VALUE INBRAND LIKABILITY AFULL BLOWN TAKEOVER OF NFL MEDIA, CULTURE & FANDOMS _ " / Embed a new, bespoke offer for that J Drive hungry fans directly to specific food item within NFL media £ the Uber Eats app Sbav billboard WSJ DailyMail W4RiETY JMollijivood wS885%a AdAge US Forbes VOGUE Entertanment EST@MPANY GIAMOUR #2 3x88. NEWs ad =