Luxury taxi company Uber has stepped up its efforts to win over consumers by tapping into their need for ice cream.
"No matter where you are in the world, there's little that captures the sweetness of a sunny afternoon better that ice cream," Uber wrote in a message to its customers.
Referencing Friday as the hottest day of the year in many locations, Uber is serving up ice cream "on demand" in 144 cities in which it operates across 38 countries.
The hashtag #UberIceCream was trending across the US in the early afternoon on Friday.
Ice cream vans were available in central London between 11 am and 7 pm on behalf of Uber, with consumers able to buy five Mr Whippy ice creams for £20.
Consumers can find the ice cream vans through their Uber app and pay for them at the same time.
The move is part of Uber’s continuous efforts to trump its rivals and stamp out competition from other car services.
In the UK, it ran an ad last month saying it was "keeping London moving" on the day the city’s cab drivers went on strike in protest of the company.
This story originally appeared on the website of Marketing.