15 towns, 350 pubs, one QR code home.

UK Pubs & Bars

Beer Mats

Hand holding an Uber Durham '£10 off your first ride' beer mat outside the Eden Arms pub

Targeting

Pub drinkers needing a ride home

A clear commercial objective, new rider acquisition, needed media that could deliver both scale and a direct response mechanism. Over one million beer mats across 350 pubs gave Uber both: mass distribution with a trackable, incentivised call to action.

Two Uber St Helens '£10 off your first ride' promo code beer mats on a wooden pub table

Challenge

A decision made in a moment

Convincing pub drinkers to book a ride home is a decision made in a narrow, specific moment, after they have been drinking, when most media has already stopped trying to reach them.

Uber Durham promo code beer mats on a wooden pub bar beside a pint of Guinness

Why it worked

An incentive at the right time

15 towns, 350 pubs and 14 weeks of beer mat coverage put the offer directly into drinkers’ hands at exactly that moment, with a QR code and £10 incentive turning a passive ad into an immediate, trackable conversion.

More work

Campaigns we are proud to have run