While I currently study in Argentina, where March Madness is not a widely recognized tradition, I would love to bring this exciting aspect of U.S. college culture to campus. I would start by conducting market research to understand the interests and preferences of my fellow students, exploring how March Madness could resonate with our community. Once I have this insight, I would create campaigns that could introduce the event in a fun and engaging way, potentially incorporating local student organizations, university sports, or other existing traditions to make it more relevant to our campus culture. By combining elements of U.S. college spirit with our local context, I believe we could create a unique and exciting celebration of March Madness on campus.

As a 22-year-old college student, emerging artist, and social media strategist, I am actively involved in a variety of communities that shape both my creative and professional development. I lead my personal brand, Rafa Kahn, where I connect with a growing community of music fans, fellow artists, and industry professionals. I also play a significant role in the digital marketing and social media spheres, collaborating with brands to create engaging content that resonates with diverse audiences.

This experience has given me a unique understanding of how to build and nurture communities. For example, I’m adept at creating engaging campaigns that invite participation and foster a sense of exclusivity and excitement. Whether through interactive content, challenges, or giveaways, I focus on building authentic connections and driving engagement that feels personal and meaningful.

If I were to lead a brand activation for Uber, I would apply these same principles of community-building by creating engaging and personalized experiences. By tapping into students’ daily lives, offering fun challenges, and showcasing Uber as a reliable and exciting option, I would foster long-term brand loyalty and create real connections with the campus community. My approach focuses on authentic engagement that speaks directly to the audience, ensuring lasting impact and strong brand affinity.

If Uber were to host an activation on campus during March Madness, I would create an experience that blends engagement, exclusivity, and social shareability to maximize student participation.

"Uber Courtside: The Ultimate March Madness Rides & Rewards Experience"

To drive brand interaction, I would implement a multi-touchpoint campaign that integrates in-app engagement with on-campus activations:

- Free & Discounted Rides to Game-Day Hotspots: Uber could offer promo codes for students traveling to popular watch parties, sports bars, or arenas, positioning the brand as the go-to transportation choice for March Madness.

- Uber MVP Rides: Select Uber trips would be transformed into VIP experiences, where students are picked up in basketball-themed vehicles with special surprises, such as exclusive merch or Uber Eats gift cards.

- Buzzer Beater Challenges: A QR code activation inside the Uber app or at campus events would allow students to predict game outcomes in real time, with winners earning ride credits, Uber Eats discounts, or exclusive seating at local venues.

- Uber Fast Break Pop-Up: A physical activation on campus featuring a basketball shooting challenge where students compete for prizes. The more difficult the shot, the bigger the reward, driving excitement and engagement.

This activation would increase Uber’s brand visibility, encourage app usage, and foster organic social sharing while seamlessly integrating with the March Madness experience.