What Happened
Amazon has partnered with Uber for a campaign to promote its original shows in Los Angeles. From now till May 14th, Uber users in L.A. may see an “Amazon” option in their app, which, upon selection, will upgrade their rides to an UberLUX with no extra cost. During their rides, they will be given a Kindle Fire HD tablet to watch Amazon’s original shows with. The campaign is limited to L.A. as its goal is to generate some award buzz for the Amazon shows as we enter Emmy season.
What Brands Should Care
This campaign is illustrative of how Uber is positioned to capitalize on the idle attention of its users during rides. Previously, Uber launched Trip Experiences to offer a way for third-party services to integrate with the Uber app and grab the passengers’ attention. This Amazon campaign sets a precedent for more opportunities for brands to work with Uber – or Lyft for that matter – to vie for consumer attention in the backseat.
Source: The Verge
