Observed Signal · Aug 26, 2026 · Campaign Launch · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
Uber Launches Back-to-School 'Manifest' Campaign
Uber is promoting its teen service with a back-to-school campaign called “Manifest Your Best Year Ever.” The campaign, created by agency Mother New York, promotes Uber teen accounts — a service enabling 13- to 17-year-olds to book rides and order meals under parental supervision — by offering a week of free rides and meals. Two spots for the campaign were directed by Adam & Dave of Arts and Sciences. The article was published by Adweek on 2026-08-26.
Brand-level creative campaign for Uber targeting teens; limited direct impact on broader AdTech/MarTech infrastructure or industry-wide policy.
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Key Takeaways & Evidence Grounding
- Uber is promoting its teen service via a back-to-school campaign called “Manifest Your Best Year Ever.”
- The campaign offers a week of free rides and meals for users of Uber teen accounts.
- The creative work was created by Mother New York.
- Two spots were directed by Adam & Dave of Arts and Sciences.
- Article published by Adweek on 2026-08-26.
Connected Companies & Entities
1 Entity mapped“Uber teen accounts, a service that allows teenagers ages 13 to 17 to book their own rides and order meals under parental supervision, is hel...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Uber adds livestream monitoring for parents of teen rides
Uber announced a new safety feature that allows parents to livestream their teenager's entire Uber trip if the driver has enabled the option. The livestream is transmitted from the driver's smartphone, positioned to view passengers; parents receive a push notification at trip start and both driver and teen are notified when a parent joins. Uber says streams are encrypted and recordings are not accessible to parents, teens, or drivers afterwards; Uber will only access recordings to investigate safety incidents. The feature was tested in nine US locations (including Atlanta and Phoenix, and statewide in Rhode Island) and will roll out to more US regions in the coming weeks. Uber already offers teen accounts for 13–17 year olds with additional safety controls.
Uber's 'IrishXit': Sneak Away Safely This St. Patrick's Day!
Uber and creative agency Mother New York launched a St. Patrick’s Day campaign called “Uber IrishXit” that encourages partygoers to quietly leave celebrations and use UberX to get home safely. The campaign stars reality personality Maura Higgins and features a short film directed by Cameron Harris of Gravy Films in which Higgins “Irish exits” from a shoot to go home. Uber framed the work as a humorous “ad within an ad” that leans on Higgins’s Irish heritage and promotes safe nights out. Marisa Siegel, Uber’s head of growth and engagement for mobility marketing, is quoted about the creative approach and the company’s responsibility to remind users that Uber is a reliable option for getting home. The campaign will run across email, digital out-of-home, social and field marketing near Irish bars in Orlando, Palm Beach and Kansas City. The story also notes Uber began working with Mother New York in October and references prior Mother-Uber creative collaborations.
Uber to Acquire ezCater for $2.3B
Uber announced it will acquire ezCater, a leading U.S. catering and workplace meals marketplace, in an all-cash deal valued at $2.3 billion. The acquisition is part of Uber's strategy to expand Uber Eats' offerings beyond restaurant delivery into the corporate catering market. ezCater, founded in 2007, generated over $2.5 billion in gross bookings in the last 12 months, according to Uber. Uber CEO Dara Khosrowshahi highlighted the opportunity for restaurants to reach new, larger customers through Uber's scale. The deal follows Uber's recent moves to grow its food delivery business, including an ongoing $15 billion acquisition of Delivery Hero and investments in drone delivery partners like Zipline and Flytrex. The transaction is expected to close pending regulatory approvals, positioning Uber Eats as a major player in the corporate catering segment.
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