Skift Take

Uber's savvy promotion of UberX is an exercise in marketing and up-selling. Passengers would have to pay the fare if it exceeds $30, and if frustrated with so many people trying for the freebies, than passengers are urged to try Uber's higher-fare services.

Uber is engaged in another savvy marketing gambit — two free UberX trips, for up to $30 each, in Silicon Valley from November 25 to December 1.

Uber has done this sort of tactical promotion across the country after introducing its lower-priced UberX service, which uses hybrid and mid-range cars and seats up to four passengers.

The mobile and on-demand car service, which introduced UberX service to Silicon Valley in July, announced the promotion and all the details in its blog.

The Uber promotion is smart for at least four reasons:

  • It spreads the word about the service to more people, potentially expanding Uber’s client base.
  • Passengers whose rides exceed the free $30 trips would have to pay the additional charges.
  • Uber notes in its blog post that there likely will be high demand for the freebies during the promotion and that getting a ride “may take a few tries.” Uber recommends that passengers then try the higher-priced Uber Black and Uber SUV services to avoid the crush.
  • Car services are often dependent on business clients, and Uber is generating closer ties with local businesses by partnering with them to offer a host of freebies and perks during the promotion.

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Tags: california, uber

Photo credit: Limousine driver Florian Bucea checks his Uber service in Chicago, Illinois, on March 25, 2013. The service allows riders to schedule service through a phone app and dispatches drivers. Zbigniew Bzdak / Chicago Tribune/MCT

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