When you’re the official ride-hailing sponsor of the Milano Cortina 2026 Winter Games, you can’t just turn up with a fleet of cars and hope: you want a bit of theatre in the mountains really, don’t you?
With millions of fans about to descending on the Italian mountains, we knew no-one wanted to travel the last mile in a hatchback. So this week, we worked with Uber to launch Uber Snowmobile: the world’s first on-demand snowmobile service, right in the heart of host city, Cortina d’Ampezzo.
Uber swept in to give people a way to bypass the clogged village roads and zip directly into the scenic heights of the Dolomites.
We partnered with the local experts to make it happen, inviting thrill-seekers to explore the stunning peaks on a snowmobile, while wearing enough safety gear to make you feel like a pro athlete (even if you’re just heading up for the après-ski). To make it a true “only on Uber” moment, we made the service completely free to book every weekend throughout February.
We came up with a way to make Uber the coolest way to travel between Olympic venues and in the process took over the news cycle, dominating lifestyle and travel media with loads more to come from influencers who got a taste of the service in real life.
We didn’t just help people get to the Games; we gave them an alpine adventure they’ll be talking about long after the closing ceremony.
Now we just need to figure out how to expense a few more “test rides” for the team …
