Uber could create a “Ride & Hoop Challenge” activation where students can test their basketball skills while earning exclusive Uber discounts. The setup could include a pop-up half-court with different shot zones, each unlocking a different Uber promo (e.g., free rides, Uber Eats discounts, or VIP March Madness watch party access). To gamify the experience, students could compete in a digital leaderboard, with top scorers winning Uber-branded merch or even free rides for a month. Bonus engagement could come from integrating a QR code on-site, linking to a “March Madness Game Plan” in the Uber app with exclusive ride deals to local bars, restaurants, and arenas.

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