Gojek SG pushes content forward with spooky Halloween podcast

To celebrate Halloween this year, ride-sharing company Gojek Singapore asked its driver-partners to share their spookiest experiences. Gojek selected the 12 weirdest stories and created a series of spooky podcasts, Scary Stories of the Gojek Pilots, which is available on Spotify. The first six stories are already live for listeners, with the final six stories due out later this week. The company has also hidden a number of Halloween “Easter Eggs” within the Gojek app that will be triggered by selected locations and keywords.

Gojek uses a range of channels to maximize engagement and encourage users in Singapore to check out the series on Spotify. This includes digital ads (OOH), social media, Instagram and TikTok (organic posts, KOL videos), Spotify, passenger email notifications and in-app visuals and hidden “easter eggs” .

“Who doesn’t love a spooky story on Halloween, and what could be scarier than a tale based on a spooky real-life encounter?” said Mario Alvin, Head of Marketing at Gojek Singapore. Drawing on the first-hand experiences of real Gojek driver-partners, the company aims to generate excitement and engagement through timely and relevant content for the upcoming Halloween period, Alvin explained.

Gojek has also extended its spooky theme beyond audio podcasts and onto its app platform as well – with spooky pumpkin-themed vehicle icons and Halloween Easter egg cards nestled within. application, triggered by certain location-based keywords.

Gojek declined to comment on the budget for the initiative to INTERACTIVE-MARKETING. Driver-partner accounts for the “Gojek Spooky Stories” podcast series are currently limited to Singapore.

Alvin shared that “We’re always looking for fun and exciting ways to celebrate occasions and milestones with our users, it’s a central pillar of our marketing and communications efforts. This Halloween, we wanted to find a way unique to mark the spooky season that would give a treat to all of our users. We hope the “Gojek Spooky Stories” podcast series does just that! It’s also an opportunity for us to recognize the efforts of our driver-partners. Gojek to keep Singapore moving, even encountering ghosts, ghouls and the supernatural!”

In March, Gojek increased its starting fares to support its driver-partners’ incomes and help them cope with rising fuel and operating costs.

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