Photo: Kevin Mazur/Getty Images for E!/The Royals
To mark the premiere of E!'s new scripted series The Royals, riders in New York and Los Angeles were treated to a regal ride in a Rolls-Royce through a partnership between the TV network and Uber. The "Ride Like a Royal" campaign, which ran March 12 to 15 and was produced by Civic Entertainment Group, gave free rides to more than 300 riders who entered the promo code "RoyalRideNYC" or "RoyalRideLA" in the Uber app.
Once en route to their destination, guests were able to view Royals content in the car as well as play dress up in crowns and tiaras, sharing selfies marked with #TheRoyals hashtag on social media. The royal stunt resulted in more than 600,000 social impressions.
