Uber Eats extends its Super Bowl campaign with an in-app experience that lets viewers remix its commercial, aiming to boost engagement beyond costly TV airtime.
With the price of a 30-second Super Bowl commercial climbing to an estimated $10 million, Uber Eats is trying to ensure its investment lives well beyond the television screen.
The food-delivery platform has launched an in-app extension to accompany its Super Bowl campaign, giving viewers a way to engage directly with the brand before and after the game. The feature, which debuted Feb. 3, is designed to capture attention as consumers plan food orders for their watch parties and scroll on their phones during the broadcast.
Uber Eats will air a 60-second commercial in the second quarter of Sunday’s game. The spot, titled “Hungry for the Truth,” stars Matthew McConaughey, who revives his comedic theory that football was invented to sell food. Actress Parker Posey joins him in the ad, echoing a similar premise used in the company’s 2025 Super Bowl campaign.
But this year, the brand is taking the concept further.
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A Choose-Your-Own Commercial
Inside the Uber Eats app, users can create personalized versions of the commercial by selecting alternate scenes and celebrity cameos. Participants in the clips include Addison Rae, Amelia Dimoldenberg and McConaughey, along with NFL legends Jerry Rice, Ahmad “Sauce” Gardner and Floyd “Pork Chop” Womack. Even the San Francisco 49ers mascot, Sourdough Sam, makes an appearance.
The experience references five NFL teams, 18 current or former players and more than 40 food-and-football pairings. Uber Eats says the system generates more than 1,000 possible combinations, totaling over 36 hours of content. An explainer video guides users through the process.
The strategy reflects a broader shift in Super Bowl advertising, where brands increasingly treat television spots as starting points rather than standalone events.
The Rise of the Second Screen
Second-screen activations—campaigns designed to engage viewers on mobile devices while they watch—have become a mainstay of Super Bowl marketing.
This year, sports-betting platform Fanatics is encouraging users to wager in its app on whether the New England Patriots or Seattle Seahawks will win, framing the experience around celebrity Kylie Jenner. Avocados From Mexico, meanwhile, is skipping a game-day commercial altogether in favor of an AI-powered prediction bot promoted in the weeks leading up to kickoff.
Automaker Kia experimented with a similar approach last year, running a mobile campaign that mirrored the popular grid-based betting games often played during the broadcast.
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Making the Most of Expensive Airtime
For Uber Eats, the interactive approach is a way to squeeze more value out of an increasingly costly media moment.
Rather than relying solely on a 60-second ad to drive awareness, the company is betting that personalized content and app engagement will keep consumers connected to the brand long after the final whistle.
In an era when attention quickly shifts from the TV to the phone, that may be the smartest play of all.
