Gigaom

“Oh my god, I love Uber. I take them all the time.”

If you’re a young, urban, smartphone-owning individual, you’ve probably heard some variation of this phrase from a friend or acquaintance about Uber, the on-demand car service that’s become popular in cities like San Francisco. The app, which allows you to summon a car with the tap of an iPhone (for an elevated price, of course), has spread through word-of-mouth and become known for its popular promotional events, like the on-demand ice cream trucks Uber rolled out this summer to huge demand. But can you measure the created value of a marketing effort like on-demand ice cream trucks? And is such a campaign smart for every startup?

Michelle Broderick, who works in marketing at Uber, thinks you can — but that your mileage with ice cream trucks may vary.

“One of the best things is being at dinner…

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