Uber puts riders in the game before it begins
Uber and Netflix partnered with Subtropic to launch the platform’s first AR game inspired by the season 2 of Squid Game.
Enhancing the rider’s journey
Uber saw a unique opportunity—riders have down time during trips, making ride time the perfect moment for immersive, non-intrusive advertising. Teaming up with Netflix, Uber launched an AR version of Red Light, Green Light. This wasn’t just Uber’s first AR ad—it redefined what’s possible with in-ride advertising, turning ride time into an interactive experience filled with suspense, nostalgia, and cultural buzz.
The game-changing experience
Exclusive to Uber riders, the game launched in Mexico, Brazil, and the U.S., with an on-the-ground activation at Miami’s Hard Rock Stadium, where Squid Game’s iconic Pink Guards greeted riders boarding the Uber shuttle. Onboard, they played an augmented reality version of the popular show’s Red Light, Green Light game, inspired by Season 1 with subtle tweaks to the rules that hints at Season 2’s evolution.
Reimagining ad experiences for
ride share audiences
The AR game promoted the premiere of the show and turned riders into active participants by blending entertainment and advertising into a single, unforgettable ride. Uber’s partnership with Subtropic Studios not only elevated in-ride advertising but also pioneered a scalable model for blending creativity, technology, and utility in ride-share environments.
1+ min
117K
116K
172K
Unique Players
Total Views
Total Users
Average Immersive
Game Play
3.24% CTR
Above Uber
Benchmarks
Entrant Company / Organization Name
Subtropic Studios
Entry Team Credits
Uber
Will Beeson
Partner Manager, Entertainment
Uber Advertising
Kate Ferrara
Sr. Client Partner, Entertainment
Uber Advertising
Ben Gross
Global Lead, Creative Strategy
Uber Advertising
Laura Sandoval
Industry Team Lead, Entertainment
Uber Advertising
Mrinalini Nair
Head of Global Partner Strategy
Uber Advertising
Anders Gorne
General Manager
Uber Shuttle
Charlie Coghlin
Events Lead
Uber Shuttle
Subtropic
Victor Kowalski
Creative Director
Jordany Iturbide
Creative Technologist
Anna Pogudina
3D Designer
Serhii Melnyk
AR Developer
Journey Whitaker
Sound Design
Skyler Porras
3D Animator
Jamie Song
Motion Designer
Serhii Dehtiarov
AR Concept Designer
JT Torres
Project Manager
Peera Thongsilp
Chief Creative Officer
MediaHub
Alexis Westin
Madison Brinser
Dillan Boada
Mackenzie Emerson
Marielle Deguia
Hayley Gilbert
Laura Kelly
Madee Lwin
Simeon Edmunds
Larry Hester
Kailyn Jackson
Riley Hodge
Netflix
Aivy Nguyen
UCAN Media Marketing
Denise Martin
Title Marketing
Gaston Perez
Title Marketing
Aaron Jones
Title Marketing
Demetrius Pace
Digital Producer
Francesca Arginelli
Marketing Operations