Uber's Bozoma Saint John Makes First Big Mark With NBA-Themed Campaign
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Five months into her tenure as Uber’s first chief brand officer, Bozoma Saint John is making her first big marketing move with the debut of an NBA-themed national ad campaign, “Rolling With the Champion.” Her company tapped LeBron James and Maverick Carter’s digital media company Uninterrupted for the effort, which stars ESPN SportsCenter co-anchor Cari Champion, newly trained as an Uber driver, transporting NBA rookies like the L.A. Lakers’ Lonzo Ball and Kyle Kuzma as she digs into their personal stories.
The effort debuts today on ESPN and is a glimpse of where Saint John plans to take Uber’s message as the company tries to dig out of its many controversies over the past year, a series of debacles that led to the exit of founder Travis Kalanick.
“The way I’m theoretically thinking about it is that Uber is the official ride of pop culture,” she says. “It’s convenient, but it’s also the way of life now, how you experience all the things you do in pop culture, whether it’s sports, music, fashion or art.”
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