As part of the broader Uber x Learfield partnership, CNC brought “The Drop Kitchen” to seven priority college campuses across the country as teams and fans fueled up for March Madness. A twist on the classic stadium concession stand—no food, just fits—the activation hit students during peak arena arrival windows with competitive gameplay and school-exclusive offers. Fans stepped up to play the “Secure The Bag” game and ordered from the daily drip menu, which featured exclusive merch combos and limited-quantity drops that turned game day into a full style moment. The scalable activation successfully balanced high-visibility awareness with measurable app action, capturing attention in fast-paced environments and making Uber Eats and Uber One top of mind for students.