Turning City Screens into Real-Time Safety Signals

Client: Uber

Uber Mexico and Perion transformed the Catrina Parade during Día de los Muertos into a real-time safety signal, demonstrating how technology-enabled media can connect meaningfully with culture. With more than 300,000 attendees filling the streets of Mexico City, the event creates a surge in transportation demand and crowded pickup environments where accurate ride matching becomes critical.

Developed for the Catrinas Parade, the stunt utilized premium digital outdoor screens as well as paid digital, owned channels and earned media amplification to humanize their superior technology by embedding it within the culture, giving the safety feature PIN Code a contextually relevant role. Working with OMD Mexico, Perion deployed a dynamic DOOH activation across digital screens along the parade route, running exclusively during the five-hour event window. This ensured that messaging reached attendees in real time, within the physical environment where ride requests and pickups were happening. The activation was amplified through a social campaign - TikTok creator José Andrés, extended the message beyond physical screens and reminded audiences to activate their Uber PIN throughout the night. The cross-channel campaign delivered more than 350,000 impressions while embedding a public safety message directly into a major cultural celebration. By combining real-time relevance with high-impact OOH placement, Uber “hijacked” the parade route screens with a clear reminder: Uber’s extraordinary technology is both personal and democratic.