Gojek SG makes content push with spooky Halloween podcast

To celebrate Halloween this year, ride-hailing firm Gojek Singapore has asked its driver-partners to share their spookiest experiences. Gojek selected the 12 of the eeriest stories and created a spooktacular podcast series, Gojek Drivers Spooky Stories, which is available on Spotify. The first six stories are already live for listeners, with the final six stories set to be released later this week. The company also hid a number of Halloween 'easter eggs' within the Gojek app which will be triggered by select locations and key words.

Gojek is using a range of channels to maximise 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, email notifications to passengers and in-app visuals and hidden ‘easter eggs’.

“Who doesn’t love a scary story at Halloween, and what’s more scary than a tale based on a real-life spooky encounter?” said Mario Alvin, head of marketing, Gojek Singapore. By drawing on first-hand experiences from actual Gojek driver-partners, the company aims to build excitement and engagement through timely and relevant content for the upcoming Halloween period, Alvin explained.

Gojek has also extended its spooktacular theme beyond the audio podcasts and on to its app platform as well - with scary pumpkin-themed vehicle icons and Halloween ‘easter egg’ cards nestled within the app, triggered by certain location-based keywords. 

Gojek has declined to comment for the budget for the initiative to MARKETING-INTERACTIVE. The driver-partner accounts in 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, this a core pillar of our marketing and communications efforts. This Halloween, we wanted to find a unique way to mark the spooky season that would give all our users a treat. We hope the ‘Gojek Spooky Stories’ podcast series will do just that! It’s also an opportunity for us to recognise the lengths our Gojek driver-partners go to to keep Singapore moving, even encountering ghosts, ghouls and the supernatural!"

In March, Gojek increased its trip start fares to support its driver-partners' earnings and help them cope with rising fuel and operating costs. 

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