You can say what you like about Uber, but when it comes to a value added experience to drive loyalty to their brand they are in the driver’s seat.
In Uber’s first coordinated, multi-city event, film studio 20th Century Fox is giving users of the ride-sharing service a chance to win exclusive passes to an advance screening of the film, “Kingsman” Though Uber has dabbled in premium cinema experiences in New York and Los Angeles before, this is its first coordinated, multi-city event through its app.
At the same time as seeing rapid growth, Uber has been facing growing competition and negative noise, and, as a result, has had to react by looking at providing users with added value to drive loyalty. This particular partnership is an example of how brands such as 20th Century Fox and Live Nation are looking to partner with successful mobile apps to leverage share of mind and action.
Uber, despite the negativity, endless bad news stories and poor leadership have never diverted from their original purpose, and that was to build a lifestyle brand. They have avoided getting derailed from their purpose and swallowed by crisis which is increasingly difficult in this day and age.
Uber has been doubling its revenue every 6 months. Morally outraged tech reporters deleting their Uber apps will not make a blind bit of difference.
It is impossible to control everything, but to be seen to be in control in the midst of a crisis is of vital importance. Brands need clear vision and philosophy. Many brands have suffered from the bad press surrounding rogue employees, but if a brand’s ethos is clear, then such issues are often more-easily resolved.
Just look at Uber!