Uber’s courtship of the fashion industry has extended to Marc Jacobs.
The ride-sharing service, which is working to become known more broadly as a delivery service, will collaborate with Marc Jacobs Fragrances on an “immersive” offering with the brand’s Daisy fragrance this spring.
From 12 p.m. to 6 p.m. on Saturday, March 26, riders based in Manhattan (below 59th Street) and in Brooklyn’s Williamsburg, Greenpoint and DUMBO neighborhoods will be able to request a car covered with hundreds of daisies and equipped with a customized soundtrack and a free full-size Daisy Marc Jacobs fragrance. The initiative is called “Daisy Daze,” and requires that riders opt in with the promo code “MJDAISY” on the app.
Uber did not share details on this promotion, but from a marketing perspective, it makes sense for Marc Jacobs to use Uber’s network to promote Daisy during the first week of spring. Uber also said that while the exact number of bottles that it would give away is not known, Daisy Daze rides would be available during the entire promotion time. This is similar to previous promotions.
In February, Uber had a fashion week partnership with e-commerce site Lyst, and last September, the app surprised riders with tickets to Rag & Bone’s fashion show. But it’s not all fashion, all the time for the delivery service. Uber has previously given away surprise tickets to riders to events like a Kygo concert in Chicago and a screening of “Kingsman” in L.A.
In October, Uber began same-day delivery service for business called Uberrush that is available in New York, Chicago and San Francisco. The free service is open to businesses that work with payment platforms including Shopify, BigCommerce and Clover, and allows them to include a delivery option on their e-commerce sites.
Most agree that Uber’s experimentation with delivery is a smart move, as it could use the slower midday drivers and offer a solution to delivery wars. Recently, Uber investor Haim Dabah told WWD, “I believe that over the next several years, Uber will become more of a logistics company than just a people-moving company.”