Ride-sharing application Uber is continuing its cross-marketing blitz by joining forces with Capital One to deliver free ice cream to cardholders on July 24.

This coming Friday, consumers in need of a frozen treat will be able to hail an ice cream truck via the Uber mobile application between the hours of 11 AM to 5 PM. Although only Capital One members are eligible for free ice cream, the promotion will likely be successful in bolstering awareness of Uber’s ride-sharing services.

“Capital One is always looking for ways to simplify life and deliver value for our customers, while also saving them money,” said Manan Mahadevia, vice president, U.S. Card, Capital One, McLean, VA. “The Uber Ice Cream offer is the latest example of how Capital One is making life easier – and a little sweeter – for all of its cardholders.

“In addition, through our partnership with Uber, Capital One Quicksilver customers automatically get a 20 percent statement credit on all rides paid for with their Quicksilver card through April 2016.”

Enticing partnership
Uber has employed a major marketing blitz this summer, grabbing partnerships and cross-marketing opportunities with significant brands to reward its users and garner new customers.

Last week, the car service leveraged a partnership with British soccer club Chelsea FC to deliver the team’s limited-edition club kits to riders in select cities worldwide (see story).

On Friday, July 24, users can open the Uber app on their smartphones between 11 AM and 5 PM, set their location and request “Ice Cream” instead of one of Uber’s branded vehicles. The campaign is occurring in hundreds of cities worldwide, meaning demand will be high.

This serves as an ideal summer promotion to bring frozen treats to city dwellers and simultaneously ramp up brand awareness among those who may not be aware of Uber’s offerings, or who regularly use a competing ride-sharing service.

The campaign also will augment the Capital One brand, particularly as it aims to reward its members in good standing.

Screaming for ice cream
To redeem the offer, members are asked to pull up the Uber app, select their Capital One card as their preferred payment method and enter the promotional code SWEETDEAL in the designated section.

Consumers can then set their location and tap the Ice Cream button to enjoy local favorites.

Capital One has been ramping up its mobile focus as of late, and will likely receive even more attention following the Uber partnership.

“Capital One is committed to bringing innovative technology to market, ultimately creating simple solutions to meet consumer needs; often this is done via mobile channels,” Mr. Mahadevia said. “Making the customer experience easy and intuitive is always our top priority, and mobile channels create an opportunity to do that seamlessly within our customers’ lives.

“We have done that through a number of our experiences, whether it’s through our partnership with Uber, our Capital One Wallet, our Credit Tracker application or our new Capital One iPhone app that enables customers to manage their Capital One credit card, bank, auto and home loan accounts in one place.”