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Marc Jacobs partnered with Uber for one fantastic, daisy-filled day in Manhattan, and in the process, the brands garnered over 60 million impressions.

On that day, one Uber car was covered on the inside with daisies, featured a custom soundtrack, and provided a full bottle of the fragrance to each rider, while the sleek outside featured the #MJDAISY hashtag. In order to get a chance at a ride in the car, users had to opt-in on Uber with the MJDAISY promo code. The code was used 4,836 times during the promotion, but only 200 were lucky enough to catch a ride in the car.

The experience was a hit among influencers and exploded over social media. The use of the promo code alone shows just how desperate Uber riders were to engage with the Marc Jacobs. The brand managed to leverage the high-profile nature of the Uber brand and provide a surprising and exciting experience that, in every way possible, lent itself easily to social media sharing.