For the 2026 World Cup, Uber and Mother New York introduced Defeated Discounts, turning the heartbreak of elimination into 30% off an Uber ride home. CNC Agency brought the campaign to life experientially, taking its larger-than-life Tissue Box vehicle and street team across San Francisco, Los Angeles, Houston, Dallas, Miami, Atlanta, Boston, Toronto and New York City.

As teams were eliminated, the mobile activation met fans where the heartbreak was happening. Brand ambassadors handed out tissues and promo codes for 30% off an Uber ride, connecting a physical interaction on the street directly back to the Uber app.

Across 13 activation days, the campaign reached fans across nine cities and generated 121,296 direct physical engagements and more than 1.2 million footprint impressions.