You can be on Entrepreneur’s cover!

Uber Takes on Designated Driver Duties With Breathalyzer Kiosks in Toronto 'You drink, we drive.'

By Kate Taylor

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Uber | Youtube
Uber Safe Kiosk

Say what you will about Uber, but the controversial ridesharing service knows how to drum up publicity.

Its latest marketing stunt is a sidewalk kiosk equipped with a breathalyzer in a bar-heavy area of Toronto. With the promise "you drink, we drive," users are asked to blow into the breathalyzer and, if they're over the legal limit, they're offered a ride home from an Uber driver.

Passengers in the company's promotional video below receive a free ride, something that could potentially backfire by incentivizing people to drink enough to score a free ride home. New Uber users can also get a free ride using the code "UberSafe2015."

Related: Shake-ups at Google, Uber and Your SXSW Roundup: Weekly News Roundup

Uber worked with creative agency Rethink and design and fabrication studio Stacklab to craft the promotion, reports Adweek. Even if the campaign is short-lived and limited to Toronto, it might serve as a reminder that there are alternatives to driving drunk – and, in Uber's mind, lead to new customers.

The San Francisco-based startup, which continues to face regulatory battles domestically and abroad, also just announced a new service in India's capital to let users hail auto-rickshaws and pay in cash for the first time. India is Uber's biggest market after the U.S.

Related: Ridesharing App Via Raises $27 Million, Looks to Expand Beyond NYC

Kate Taylor

Reporter

Kate Taylor is a reporter at Business Insider. She was previously a reporter at Entrepreneur. Get in touch with tips and feedback on Twitter at @Kate_H_Taylor. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

This Fan-Favorite Masters 2024 Item Is Still $1.50 as Tournament Menu Appears Unscathed by Inflation

The pimento cheese sandwich is a tradition almost as big as the tournament itself.

Business News

I Designed My Dream Home For Free With an AI Architect — Here's How It Works

The AI architect, Vitruvius, created three designs in minutes, complete with floor plans and pictures of the inside and outside of the house.

Side Hustle

This Dad Started a Side Hustle to Save for His Daughter's College Fund — Then It Earned $1 Million and Caught Apple's Attention

In 2015, Greg Kerr, now owner of Alchemy Merch, was working as musician when he noticed a lucrative opportunity.

Making a Change

Learn to Play Guitar Even if You Have No Previous Training for Just $20

Start with the beginner's crash course and learn how to play guitar in no time.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

Here's One Thing Americans Would Take a Pay Cut For — Besides Remote Work

An Empower survey found a high percentage of respondents would take a pay cut for better retirement benefits and remote work options.