Uber Advertising Creative Studio Debuts Journey Takeover, Turning Everyday Trips Into Immersive In-App Advertising Experiences

The Coca-Cola Company is a launch partner for a new premium offering that pairs Uber’s iconic map with an immersive digital advertising experience based on the rider’s destination.

SAN FRANCISCO, CA — [January 6, 2026] — Uber Advertising is partnering with select brands to co-create exclusive Journey Takeovers — high-impact digital experiences that transform routine trips into immersive storytelling moments. Launched through Uber Advertising’s in-house Creative Studio, Journey Takeovers are timed to key cultural events and designed to leave a lasting impression. 

Journey Takeovers bring storytelling directly into the ride by weaving exclusive, brand-led digital experiences into key points of a trip, from when a rider opens the app to when they arrive at their destination. The experience unfolds seamlessly, combining a branded map takeover with a moving icon and Journey Ads to create a cohesive, full-trip story. Delivered in alignment with where riders are going, Journey Takeovers connect digital storytelling to real-world movement, allowing brands to be present in ways that feel intentional and additive to the ride.

“People open Uber when they’re already headed somewhere that matters. Journey Ads features an average global view time of over 100 seconds, and the moving icon on the map is one of the most attention-grabbing spaces in the app.” said Kristi Argyilan, Global Head of Uber Advertising. “Journey Takeover builds on that by partnering with select brands to create entertaining digital experiences that unfold across the ride and connect to where riders are going. When a brand adds something genuinely interesting or useful to that time, it changes how the journey—and the brand—is remembered.”

Uber Advertising’s Creative Studio partnered with The Coca-Cola Company to launch a Journey Takeover campaign as a surprise and delight holiday experience in contextually relevant moments like riding to restaurants, sporting events or grocery stores where Coca-Cola beverages can be purchased. Riders saw Coca-Cola delivery vehicles navigating Uber’s iconic map as custom creative icons developed specifically with each market in mind, including the Coca Cola Christmas Caravan in the United States, Spain and Portugal; a Coca-Cola branded Kombi van in Australia and New Zealand; and Santa’s sleigh in Mexico. 

Journey Takeovers will run as limited campaigns by market and time period to always ensure a high-quality, contextually relevant experience for riders and the brands they love. Initial markets include the U.S., Canada, UK & Ireland, France, Spain, Portugal, Australia, New Zealand, Japan, Taiwan, Mexico, and Brazil.