Experiential

Uber is successful. Lots and lots of people use it for rides (1+ million per day) or to drive for income (15k new ones per month). There are other ride-sharing options out there, Lyft for example. But this author says Uber resonates with their market uniquely, using experiential marketing.

NYC customers in 2012 had the chance to enjoy their ride in 1920's era cars with uniformed drivers, per HBO show Boardwalk Empire.

In 2014 Uber partnered with Red Bull in connection with the PGA tour opening in Phoenix.

That year they also partnered with Paramount Pictures and GM. Dallas, LA, and Phoenix passengers rode in an "Optimus Prime" truck when the movie "Transformers 4" opened.