Uber Lets Consumers Fly High in Shanghai With #UberChopper

Uber users in Shanghai will have the opportunity to book a helicopter as part of the brand’s strategy to promote itself both within and beyond China.

Through a partnership with local aviation company Kaijet, Uber is offering helicopter rides to its Shanghai customers through a one-touch button on a dedicated mobile app. Users in Shanghai will be able to download the #UberChopper app between 9 a.m. and 10:30 a.m. on Saturday, April 25, then input a pick-up location to go into the running for a place on the RMB 2,999 (US$484) four-hour sightseeing flight across the city.

Successful applicants will be collected and returned to the helipad in a new Mercedes-Benz CLS, through the business’s UberBLACK line. It is being promoted on Weibo and Weixin (WeChat) under the Chinese name of Uber Yi Jian Jiao Zhishengji (一键叫直升机) – the literal translation meaning “one-click helicopter.”

“They are clever, because it’s linked to their product, with the Uber car taking [customers] to the helicopter,” says Napoleon Biggs, founder of Web Wednesday and Purecomm Retail Software.

The stunt is likely to generate a buzz for the brand in its Chinese markets, as it capitalizes off Shanghai’s reputation for being flashy, he adds.

“Taking a helicopter on a daily basis is out there, but it is still in line with the brand’s core values,” says Peter Dingle, director, accelerators at Hong Kong-based Nest. “It is staying true to the Uber private driver, so whether you are a pilot or drive a van or a car, whether it is moving into helicopters or if it was junk boats or anything with transportation and getting people from A to B in a vehicle, it is staying true to the brand.”

“[Uber] continues to show it is possible to disrupt existing behavior, taking technologies that are ubiquitous in the market and overlaying that with what consumer desires are. They continue to show [consumers’] insatiable demand for convenience,” adds Dingle.

The San Francisco-based company has had a presence in China since 2013 when it launched a pilot in Shanghai, and today has expanded into nine Chinese cities.

In December, Uber launched a partnership with Baidu allowing it access to the Chinese Internet giant’s map and mobile search capabilities. It also has a payment arrangement with Alibaba’s Alipay platform.

Uber faces local competition from Tencent’s Didi Dache and Alibaba’s Kuaidi Dache, which entered into a merger agreement in February.

“Choice is the ultimate luxury,” said Candice Lo, Uber’s head of greater China expansion, at a recent Silicon Dragon event in Hong Kong.

“We want to make sure we still reach everyone. If we can get you a car in five minutes, we really want to be thinking about what else can we get you in five minutes,” she said.

China and India are priority markets for Uber as it continues to grow globally despite regulatory setbacks in many of its international markets.

Uber is well-known for its publicity stunts. Earlier this month it partnered with HBO to deliver iron thrones in New York City as part of the launch of Game of Thrones‘ newest season.

Uber has offered UberChopper services and promotions in the U.S., Australia, Brazil, South Africa, Portugal, and India.