Uber Eats is cooking up more than just celebrity cameos in its latest Super Bowl campaign. In the brand’s second installment of its “Football Is for Food” saga, Matthew McConaughey reprises his role as a food-truthing theorist, this time roping in Bradley Cooper and Parker Posey for some sideline banter about how football only exists to sell snacks. But the 60-second TV spot is just the appetizer—the real main course is in the Uber Eats app, where users can assemble their own customized Super Bowl commercial.
The in-app build-your-own-ad feature offers more than 1,000 possible combinations, with users mixing and matching scenes, characters, and snippets of “evidence” to support the central food-football conspiracy. The extended cast includes everyone from Addison Rae and Tramell Tillman to NFL legend Jerry Rice and 49ers mascot Sourdough Sam—no coincidence, given that the Super Bowl is happening in San Francisco this year. Think of it as Mad Libs meets Media Plan, but with celebrities and wings.
The activation also comes with exclusive deals for participants, folding commerce into the creative in a way that tries to outlast the usual Super Bowl ad shelf life. Directed by Steve Rogers and developed by Special U.S., the campaign stretches beyond the confines of a 60-second spot and into a 36-hour universe of branded content. If last year was all about historical food references in football moments, this year’s play is all about putting the storytelling controls into users’ hands—from the kickoff through checkout.
Read more at AdAge or Muse by Clios.