Uber Orders Ice Cream Trucks in 33 Cities

Ploy will brand car service app in 3 new markets

Headshot of Christopher Heine

In this heat, what's a better ice-breaker than ice cream?

Uber, the mobile app that helps folks line up cars for hire, tomorrow will offer consumers the chance to request that a ice cream truck come to their current location in 33 cities and 10 countries. For $20, each customer will receive up to six ice cream treats delivered to their doorstep as well as Uber-branded T-shirts and sunglasses.

What's more, the San Francisco-based company is running the promotion in three markets where it's yet to go live—Miami, Houston and Portland, Ore. For people in those sweltering cities, the offer could serve as a fine how-do-you-do as the tech player apparently looks to debut its service in the coming months.

According to an Uber spokesperson, the four-year-old firm has partnered with local ice cream vendors to deploy "hundreds of trucks" from sea to shining sea as well as Europe and Asia.

And with outside temperatures exceeding 90 degrees around the country this week and a long, hot summer looming, don't be surprised if more brands try to appropriately jump into the scorching context with marketing ploys (or on the mobile front, paid ads.)

In the meantime, Uber's created a 1-minute YouTube video to push tomorrow's event.

@Chris_Heine Christopher Heine is a New York-based editor and writer.