Holiday shopping is just about to kick into gear, and brands now have one more app to consider for marketing this year—Uber. Today the ride-hailing app is partnering with location-data company Yext to let brands create in-app campaigns. Uber has already worked with brands like Dick’s Sporting Goods and Casper to deliver on-demand products but now appears to opening up the actual app as a marketing platform.
Here’s how it works: Brands can use Yext’s software to plug Uber’s API into their mobile apps, sites and emails. Clicking on the button opens the Uber app—or prompts people to download it—and shows consumers where the store is located. Brands can then specify an exact address or location on a map where they want the person dropped off. Macy’s, for example, can ask Uber drivers to drop a rider directly at the door of its Herald Square location in New York instead of dropping them off at the corner (where they’re less likely to walk straight into the store).
Consumers still pay for their own rides, but as Adweek‘s Lauren Johnson explains, “brands can set up campaigns within Uber once someone is in the car. In one example, brands can link a pin on an Uber map to a website showing in-store inventory at a shop. Or, a restaurant could pull its menu information into the app.” En route targeting could prove extremely effective in getting consumers in the door, and it will be interesting to see if brands world-wide begin to implement Uber’s location-based advertising.