Puppies and Paczki – Uber Is Delivering More Than Convenience
Uber is bound and determined to be a regular part of consumer’s daily lives, whether that is helping with their daily commute or delivering goods straight to their doorstep. In addition to several delivery partnerships with notable brands such as Nordstrom and 1-800 Flowers, Uber is looking to make an impact with campaigns that deliver a little something special. Last week, Uber partnered with Animal Planet and a number of animal shelters to deliver puppy playtime to consumers in select cities using a special code; $30 for 15 minutes of puppy cuddles. Today, Uber is celebrating Fat Tuesday in Detroit and Grand Rapids, MI by delivering a dozen fresh Paczki. The company has made headlines recently with the announcements of their entrance into the delivery game and partnerships with major brands. These special initiatives not only increase awareness, but also demonstrate Uber’s capabilities in delivering goods quickly and efficiently. While the campaigns are limited to select cities, they have done much to increase awareness and chatter around Uber deliveries. The Uber puppy promotion generated over 6,000 posts and 52 million potential impressions on Twitter alone. Chatter was not limited to those participating in the promotion or even the service areas, the excitement of a puppy delivery spread from coast to coast with wishes for puppies in other cities. From an awareness standpoint, creating a buzz while showcasing their quick delivery services is a smart move. Delivering an exciting experience or good also gives consumers a good reason to share their excitement, further enhancing the chatter.
It is yet to be seen how Uber’s delivery services, which are branded as UberRush, will fare. Quick access and delivery is a convenient service for consumers, but is the market there to support it? What about the threat of multiple vendors in the same limited metro areas? Amazon plans to expand their brick and mortar presence, which could lead to their current same day delivery services being expanded. Uber also plans to expand to food deliveries, putting them in direct competition with brands such as Postmates. Based on their reach and loyal following among consumers Uber is well positioned to be successful in this field. The threats to success lie in the development of an appropriate infrastructure, which their gradual roll out and scaling will benefit, and the presence of a demand for services. Of course, if Uber decides to keep delivering puppies to office buildings, it greatly increases their chances of success.