Uber goes big with A/B testing, localization and experiential marketing

This article outlines how Uber, the ride-hailing app, built its presence in Hong Kong with A/B testing, experiential marketing and a highly-localized approach to omni-channel outreach.

Uber goes big with A/B testing, localization and experiential marketing

Anna Hamill

With ride-hailing service Uber now ubiquitous in more than 450 cities and 70 countries worldwide, it's easy to forget that the service started small.

In Hong Kong, home to more than seven million people and one of the most densely populated cities on earth, small really meant 'micro'.

Uber's Head of Operations for Hong Kong, Kenneth She, revealed that when the company launched in the city in mid-2014, it had just ten cars in operation.

"It was really amazing because within a couple of minutes, nine cars were...

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