Imagine what it would be like to ride in a car with an Avenger, except that they’re Asian.
Some lucky passengers came close to doing just that when Uber, the American ride-sharing app, launched a two-day campaign known as “Uber HeroCar” in China. The campaign came as a reaction to recent government raids of Uber offices in the cities of Chengdu and Guangzhou. On May 8, the company enlisted the help of drivers dressed as Avengers to transport passengers in superhero-themed cars to their destinations free of charge.
The marketing strategy was aimed at attracting more people to use the ride-on-demand service in China, where web-connected, private car company services are deemed illegal. Traditional taxicab drivers are protesting against Uber drivers’ lack of taxi licenses, and officials are concerned the discontent may escalate to social unrest. While authorities are busy cracking down, Uber drivers are donning their superhero costumes and setting out to rescue folks “trapped by a lack of affordable taxis,” as the company describes it.
The campaign, which began on May 6, offered discounts and rewards that included free tickets to the movie “Avengers: Age of Ultron.” For two days, passengers were able to ride with their favorite superheroes including Ironman, Thor and Black Widow, among others. Riders sharing their pictures with family and friends created quite a buzz on social media.