From disrupting the taxi industry to becoming a global tech titan, Uber’s rise is one of the most fascinating case studies in modern marketing. Started in 2010, the company has grown into a household name operating in over 10,000 cities across 70+ countries.
But behind that black-and-white app icon lies a sophisticated and evolving marketing engine that generates over $43.97 billion in annual revenue. In 2024 alone, Uber made a gross profit of $17.32 billion, a 16.8% increase year-over-year.
The same year, Uber spent over $1.2 billion on sales and marketing, representing 2.7% of gross bookings. The company leverages everything from loyalty programs and hyper-targeted ads to dynamic promotions and real-time offers. This aggressive marketing approach supports a user base of 171 million monthly active platform users and a network of over 7.8 million drivers. [1][2]
In this article, I’ll break down Uber’s top marketing strategies and show how the company uses marketing as a powerful tool to lead both the ride-hailing and delivery industries. From increasing lunchtime orders in New York City to growing its presence in India or helping local restaurants boost sales with ads, Uber’s marketing approach is designed to work on a large scale.
Did you know?
Uber turns its platform into an advertising revenue stream of its own. The Uber Advertising division, launched in 2022, brought in over $1 billion in ad revenue in 2024 — and it has lots of potential for future growth. [3]
Table of Contents
1. Referral Program
“Share and Earn” strategyUber’s referral program is one of the most iconic growth hacks in startup history — a tactic that scaled the platform from city to city at near-zero acquisition cost (in its initial years).
Between 2015 and 2023, Uber’s user base grew from 11 million to 137 million, with referrals playing a big role in that growth. The referral program delivered an impressive 12x return on investment (ROI), showing how cost-effective it was for attracting new users.
Even better, users who joined through referrals had a 25% higher lifetime value than those from other marketing channels. In general, referral programs helped cut customer acquisition costs by as much as 40%. [4]
2. Dynamic Pricing (Surge Pricing)
Smart Fare = Smart RevenueDynamic pricing (or what users know as ‘surge pricing’) is one of Uber’s most talked-about marketing strategies. It’s not just a revenue tool, but a real-time marketplace balancer that increases price temporarily when demand exceeds supply in a given region.
The company utilizes AI and real-time data processing tools, such as Apache Kafka and Apache Flink, to dynamically adjust pricing based on current market conditions. These tools analyze variables like traffic conditions, local events, weather, time of day, etc.
Higher fares attract more drivers to regions with increased demand, thereby enhancing ride availability. At the same time, elevated prices may deter some riders, balancing the number of ride requests with the available driver supply.
3. Uber One Loyalty Program
Integrating diverse services into a comprehensive membership programUber’s all-in-one paid membership program is designed to boost retention, increase order frequency, and unify the user journey across its services — particularly ridesharing and Uber Eats.
For a monthly fee of $9.99 or $99.99 per year, Uber One members get 0% delivery fees on eligible Eats orders, up to 10% off on deliveries and pickups, priority service, and surprise discounts.
On average, Uber One members spend about four times more each month than non-members. Their retention rate is also 15% higher. This program has been highly successful. Uber One now has 30 million members, marking a 60% growth from the previous year. [5][1]
4. Dynamic Promotions & Discounts
Promo strategy is a data-powered retention machineThe company offers dynamic promotions and discounts tailored to user behavior, location, and timing. For example, they provide promo codes and discounted fares to first-time riders to encourage new users to try the service.
Existing users receive perks like discounts during holidays or special events, which help boost customer loyalty and keep them coming back to the platform.
Uber also utilizes user data to send personalized offers and promotions based on individual ride patterns and preferences. These personalized promotions have led to a 25% higher conversion rate compared to generic campaigns, demonstrating the effectiveness of targeted marketing. [6]
While discounts may seem simple on the surface, Uber’s promo strategy is a data-powered retention machine, designed to personalize offers, control cost per acquisition, and build habitual use behavior.
5. Localized Campaigns & Hyperlocal Ads
Think global, Advertise localLocalized campaigns involve tailoring marketing efforts to align with the cultural, social, and economic traits of a specific region or community. Hyperlocal advertising takes this a step further by targeting audiences within a narrowly defined geographic area, often focusing on potential customers in close proximity to specific locations or events.
For example, in India, Uber created campaigns in 12+ regional languages, with city-specific creatives like “Hyderabad ke liye Uber hai ready” (Uber is ready for Hyderabad). In Los Angeles, Uber used zip-code-level digital ads to promote low wait times in high-density regions.
These tactics create city-level brand equity, making Uber feel less like a global tech giant and more like a local, reliable service that truly understands each community.
6. Sponsored Listings on Uber Eats
Amplifying restaurant visibility and salesUber Eats isn’t just a food delivery service — it’s also a vast marketplace where restaurants compete for attention in a sea of options. Sponsored listings are Uber’s monetized way of ranking restaurants higher in user feeds — especially in crowded areas, during meal peaks, or for popular cuisines.
These listings operate on a cost-per-click bidding model, where restaurants pay to appear at the top of search results or category feeds like “popular near you” or “Mexican under 30 min.”
What makes this strategy effective is how Uber Eats allows restaurants to set daily budgets, select targeting parameters, and see real-time ROI dashboards — letting them manage marketing costs like performance advertisers.
Restaurants that use sponsored listings on Uber Eats see an average 14% increase in order volume and up to 5x more visibility in high-traffic categories. [7]
7. Event-Based Promotions
Leveraging occasions to increase engagement and growthUber doesn’t just wait for demand — it creates it by aligning its marketing with high-attention cultural moments. Whether it’s a sports event, music festival, national holiday, or major weather disruption, Uber rolls out time-sensitive, geo-targeted promotions to capture demand exactly when and where it’s peaking.
These event-based promotions usually include discounted rides to and from event venues, using promo codes linked to the event, like “COACHELLA15”. For example, during Coachella, Uber set up special pick-up zones and offered 15% off late-night rides to make transportation easier and more appealing for attendees.
The company frequently introduces vouchers, allowing businesses to sponsor rides and meals for their customers or employees during events. This initiative benefits sectors such as hospitality, entertainment, and corporate events by enhancing customer experiences and increasing foot traffic.
8. Journey Ads (In-Ride Ads)
Monetizing attention during the rideUber is no longer just about getting people from point A to B — it’s also turning riders’ attention into a valuable opportunity for monetization during the trip. With Journey Ads, the company transforms moments of passive waiting into high-intent advertising real estate by serving targeted, context-aware ads to riders during their trip.
In June 2024, Uber expanded its Journey Ads to programmatic buyers by partnering with platforms like Google’s Display & Video 360, Yahoo DSP, and The Trade Desk. This allowed advertisers to purchase display and video ads programmatically, enhancing targeting capabilities and streamlining the ad buying process.
Journey Ads have delivered impressive results, with a click-through rate exceeding 3% and an average global view time of more than 100 seconds. [8]
9. Event Sponsorships
Increasing brand awareness and connecting with target audiencesUber’s event sponsorship strategy goes far beyond just slapping a logo on a poster. It’s about embedding the brand into live cultural experiences, from massive sports finals and sold-out concerts to food festivals and business conferences.
These sponsorships are targeted investments in high-LTV audiences — young urban consumers, sports fans, and trendsetters who are more likely to become repeat users.
One notable example is Uber’s collaboration during the Dreamforce 2023 tech conference. Uber partnered with four B2B technology brands to implement event geofencing and smart targeting. This initiative reached 94,000 riders traveling to and from the conference, effectively connecting the brands with key business decision-makers. [9]
10. Influencer and Celebrity Endorsements
When celebrities ride, fans followUber doesn’t just hire big names — it integrates influencers into creative, often localized campaigns that feel personal and contextual. Whether it’s pop stars, pro athletes, YouTubers, or TikTokers, Uber strategically partners with personalities who can shift perception, drive downloads, and spark social buzz.
A great example is the 2025 Super Bowl ad, where Uber Eats featured celebrities like Martha Stewart, Charli XCX, and Matthew McConaughey. The ad humorously showcased the convenience of Uber Eats. [10]
Another great example is the Uber One Australia commercial featuring Grammy-winning artist Michelle Williams. In the ad, she playfully pokes fun at times when she wasn’t recognized, while highlighting the perks of Uber’s membership program in a fun and memorable way.
11. Push Notifications & App Alerts
Right message at the right momentWith over 181 million monthly active users and real-time location data, Uber crafts highly personalized push notifications and in-app alerts to nudge users exactly when they’re most likely to act.
Whether it’s suggesting a food order when it’s mealtime, reminding someone of a ride before an event, or highlighting a limited-time promo near payday — Uber’s alerts are more than reminders; they’re conversion-driving micro-interactions.
The company uses machine learning models to optimize the timing and content of push notifications. To manage the high volume of notifications and maintain quality, they have developed the Consumer Communication Gateway, a system that streamlines the scheduling and delivery of push notifications across various teams. [11]
12. User-Generated Content
Riders as StorytellersUser-generated content involves customers creating and sharing content related to a brand, such as reviews, photos, testimonials, or social media posts. This strategy leverages authentic customer experiences to build trust and credibility, as potential users often find peer-generated content more relatable and trustworthy than conventional advertising.
For example, in 2016, Uber launched the #WhyIRide campaign, inviting users to share their personal stories and reasons for using Uber on social media platforms. Similarly, the “Live To Create” campaign featured real users creating content about their experiences, thereby promoting the ease and benefits of car sharing through authentic storytelling. [12]
13. Experiential Marketing
Turning rides into experiencesWhile digital ads can inform, experiential marketing leaves a memory. The company masterfully turned ordinary rides and deliveries into immersive, buzzworthy experiences — from surprise concerts in Uber rides to carpool karaoke and custom “VIP” vehicles.
For example, in 2019, Uber introduced the “Uber Boat Experience” in Croatia, offering users the ability to book boat rides through the app. The company has run its popular “Uber Ice Cream” campaign several times, allowing users in select cities to request ice cream trucks via the Uber app. [13]
During Christmas, they transformed some cars into sleigh-themed rides, complete with decor, music, and Santa drivers. These initiatives not only delighted customers with unexpected treats but also showcased Uber’s versatility beyond ride-sharing.
14. Branded and Strategic Partnerships
High-profile collaborationsUber is teaming up with Waymo to offer a fleet of autonomous rides in Austin, Texas, joining its existing network in Phoenix.
Check out all the details here:https://t.co/ZJd97eCsJ1
— Good Morning America (@GMA) March 4, 2025
Whether it’s co-branding with global giants like Spotify and Marriott or joining forces with airlines, banks, events, or even vaccination clinics — Uber uses strategic partnerships to expand its ecosystem, increase app engagement, and boost user retention.
For example, the company has partnered with ENSO, a finalist of The Earthshot Prize, to introduce range-extending and low-emission tires for electric vehicles in the USA and UK. This initiative aligns with Uber’s goal to become a net-zero brand by 2040. [14]
It also entered a multi-year partnership with Cruise, GM’s self-driving subsidiary, to offer autonomous vehicle rides through the Uber app. [15]
Uber collaborated with Marriott Bonvoy to allow users to earn hotel loyalty points for Uber rides and Uber Eats orders. This collaboration incentivizes the use of Uber services by offering rewards redeemable for hotel stays.
In 2025, Uber partnered with OpenTable to integrate ride-hailing with restaurant reservations in one seamless experience. Through this global partnership, users can book a table and schedule a ride—all within the Uber app—making dining out more convenient across multiple countries. [16]
15. Email Marketing (Personalized Offers)
Inbox IntelligenceEmail is a low-cost but high-impact method for Uber to retain customers, reactivate dormant users, cross-sell (e.g., from Uber to Uber Eats), and inform users about new features, promos, or loyalty rewards.
The company delivers more than 4 billion personalized messages across various regions and services. By leveraging extensive user data, they ensure that email content is highly relevant to each recipient, thereby increasing engagement and conversion rates. [17]
For example, someone who hasn’t booked a ride in a month might get a discount offer to encourage them to return. Meanwhile, a frequent airport traveler might receive special deals on airport rides, making the promotions more relevant and useful.
16. Seasonal Campaigns
Capitalizing on holidays and peak festive periodsRather than sticking to a generic message year-round, Uber leans into seasonal moments with themed offers, visual rebranding, and limited-time promotions. From Halloween and Diwali to Christmas and New Year’s Eve, Uber runs localized, timely campaigns that emotionally connect with users and encourage action.
For instance, during the 2024 Halloween, Uber transformed select vehicles into iconic cars from popular culture, such as the Teenage Mutant Ninja Turtles’ Party Wagon and Scooby-Doo’s Mystery Machine. [18]
In December 2024, Uber Eats introduced a feature allowing users in select cities to order groups of carolers through the app. This service aimed to deliver holiday cheer directly to customers’ doorsteps. The company also expanded its delivery services to include Christmas trees and holiday decorations.
17. Offline Ads in High-Traffic Zones
Billboards that move the needleWhile Uber is a digital-first brand, it doesn’t shy away from traditional offline advertising — especially when it comes to placing promotional materials in public spaces with significant footfall or vehicular traffic.
For example, in 2020, Uber introduced digital screens atop its vehicles in cities like Atlanta, Dallas, and Phoenix. These internet-connected billboards show ads that can be customized based on location and time of day. [19]
In 2024, Uber collaborated with London Gatwick Airport to place billboards in strategic locations, capitalizing on the high traveler volume to promote its services.
Read More
- Tesla Marketing Strategy: 14 Proven Ideas
- 13 Flying Car Companies At The Forefront
- 13 Best Apps Like Turo To Rent A Car
- Press Release, Uber announces results for Q4 and full year 2024, Uber Investor
- Transportation & Logistics, Number of monthly active platform consumers of Uber worldwide, Statista
- Lara O’Reilly, Uber Ads just became a $1 billion business, Business Insider
- Ferdie Eusebio, Growth engine behind the ride-sharing giant, Viral-loops
- Emma Liem Beckett, Uber One subscription is boosting delivery spend & user loyalty, Restaurant Dive
- Marketing Case Study, Why do many prefer Uber over others?, Marketing Maverick
- Uber Eats, The ultimate guide to restaurant advertising, Uber
- Aaron Baar, Uber expands Journey Ads to programmatic buyers across Rides app, Marketing Dive
- Success Story, Riding with decision-makers at one of the world’s largest tech events, Uber
- Brenton Blanchet, Uber Eats’ Super Bowl 2025 ad teaser, People
- Engineering, How Uber optimizes the timing of push notifications using ML, Uber
- Live To Create, User-generated content creation for Uber Carshare, Facebook
- Newsroom, Uber Ice Cream is Here, Uber
- Newsroom, Uber launches Earthshot Prize partnership with international ENSO deal, Uber
- Hasan Chowdhury, Uber is reviving its robotaxi dreams, Business Insider
- News & events, Uber and Opentable announce strategic global partnership, Uber Investor
- Engineering, Uber’s out-of-app recommendation system, Uber
- News, Uber gets dressed up for ‘famous rides’ Halloween campaign, Born Licensing
- Alex Davies, Uber moves into car-top digital billboards, Wired
