Transport marketing case study - Digital PR techniques are powerful for the online amplification of offline events, and taxi firm Uber’s ice cream stunt is a great example of how to use digital channels to get people talking about a service.
Where in the world are you requesting your #UberIceCream? http://t.co/SnVcYIxEim pic.twitter.com/Tiq0TsOibF
— Uber (@Uber) July 18, 2014Uber taxi is a mobile-based service letting people hail a taxi via an app. To generate positive PR, Uber launched an ice cream delivery option to their services within the app, letting consumers buy five ice creams for £20.
This offer was available across 144 cities globally.In Berlin, Uber served up Wonderpots Frozen yoghurt, residents of Moscow got Movenpick ice creams and sorbet tubs, while vehicles in Mumbai were equipped with Haagen-Dazs Belgian chocolate and strawberry sundaes. In the UK, customers were treated to five Mr Whippy Ice creams.
The stunt was promoted in via Twitter to its followers and in an email to customers (UK version below):
"No matter where you are in the world, there's little that captures the sweetness of a sunny afternoon better than ice cream. When it comes to London, nothing says 'British Summertime' like a Mr. Whippy in the park!"
Digital PR techniques are powerful for the online amplification of offline events, and taxi firm Uber’s ice cream stunt is a great example of how to use digital channels to get people talking about a service.
What are Uber doing well?
• This form of PR is only possible through digital
• Innovative and fun idea for ordering ice creams
• This idea showcases the speed and availability of the service, and is a great introduction for first time Uber users
• This idea combined online and offline PR perfectly, with over 800 Instagram photos uploaded on the day as well as high levels of engagement on Twitter
