Take Off with UberCHOPPER
As any New Yorker knows, for the well-to-do, the summer and weekends in the Hamptons go hand in hand. The launch of this chopper service speaks directly to the right demographic, at the right time, right down to their landing destination.
It helps that Uber reaches already reaches this demo with their base product, on-demand car service (mind you, $6 base fee for a taxi before the meter starts, is their least expensive option).
This helicopter service is a natural, if only slightly upward, extension. At $3,000 for 5 seats, or $600 per seat, when they do the math it’s nothing more than a few weekend meals with the lady.
Another way this demo justifies the price is by quantifying the time saved. The doctors or lawyers or private equity guys or whatever make that in an hour and half, so saving them 1-2 hours in travel time is a net win.
And by beating the crowds in the process….Uber appeals not only to their model of utility, it also fuels their neverending desire to look, act and feel…..superior. “Its totally worth it! No-brainer!” they say, clinking their Dom-filled glasses on arrival in Montauk. So the price is perfectly fine to them, almost too accessible even. Where else is $600/seat transportation a value than in NYC?
OK we hit product, price, place…let talk about promotion. So the email, timed perfectly with the upcoming fourth of July holiday, ties to the emotion of FREEDOM. Freedom from traffic, freedom to start the weekend early – these are the only things this crowd can’t afford.
BRILLANT.
the marketing lunch 