Sunday, January 17, 2021

The masters of marketing

Uber pulls off another great promotional stunt

 

When London’s black cab drivers protested against Uber in June, the result was to cause an an upward spike of 850% in sign-ups for their app. Yesterday, the San Francisco based company pulled off another clever marketing stunt in hiring ice cream vans to deliver ice creams to their customers on the hottest day of the year.

 

Technology entrepreneur Halsey Minor with retired horse racing commentator Sir Peter O'Sullevan
Technology entrepreneur Halsey Minor with retired horse racing commentator Sir Peter O’Sullevan

La Brasserie's Alex Flores with Halsey Minor and the Uber ice cream man
La Brasserie’s Alex Flores with Halsey Minor and the Uber ice cream man

As temperatures soared to levels higher than those in Barbados, ice creams vans distributed Mr Whippy ice creams to customers using the app. In South Kensington, I got to try this experience along with CNET and Bitreserve founder Halsey Minor, Alex Flores of La Brasserie and “Voice of Racing” Sir Peter O’Sullevan.

 

Uber charged customers £20 for five ice creams and amazingly the van driver who visited us told us he had come all the way from Stoke-on-Trent to participate in Uber’s attempt to win over yet more customers. Uber is certainly winning hearts and minds in London. Taxi drivers should take note.

 

 

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    3 COMMENTS

    1. Marketing is all about creativty and lateral thinking. A manager of a 1700 seating cinema in Brooklyn, New York did a brilliant promotional stunt for the opening night of “King Rat” in the 1960’s. He advertised in the paper that a lucky ticket holder will win a real life baby, for a week he received threatening letters from social services, public and other organisations. The arrogant cinema manager even informed the police , so that they were there to arrest him. The cinema was full to capacity on a Monday night. The manager presented the lucky ticket holder with a baby rat, which he had procured from a petshop in the area.

    2. Uber are so innovative and so fantastic. Their service makes black cab drivers look backward and ridiculous. They need to man up and join forces with this superb company. Their efforts are paying off.

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