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.
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.
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.
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.
