Via Partners With The New York Times For Location-Based Subscription Promo
In a crowded marketplace, creating customer experiences that stand out matters more than ever in the era of intelligent assistants.
On-demand ride sharing app Via has partnered with The New York Times to give riders complimentary eight-week digital subscriptions of the paper to riders in New York who purchase a monthly “ViaPass,” letting them catch up on the news during their daily commute rides — a bid to help both entities boost exposure and discovery on mobile.
This isn’t the first time Via has partnered with digital or physical businesses in a bid to compete with the larger-scale Uber Pool and Lyft Line. But while the benefit of the promotion for riders is clear, it’s a reminder of the fact that businesses of all stripes need to do more in order to stay top-of-mind in the age of intelligent search.
On-Demand In The World Of Intelligent Assistants
While the nature of Via’s app and the NYT’s mobile subscription model give this effort a digital bent, promotions of this type are as old as advertising itself. But why is it more important than ever for brands to make a memorable impact in order to get discovered today?
As SessionM CRO Bill Clifford put it last month, “voice, AI, and platforms like Amazon Alexa or Google Home present a pretty interesting challenge. If I’m in my house and I just say, ‘Hey Google, order me a pizza,’ it’s really up to Google what they come back with. So the platforms have more and more control for operating this invisible storefront that’s driven by an algorithm. Brands need to [figure out] how they’re going to deal with that.”
In the case of on-demand ride apps like Via, that means getting customers to say “call me a Via” or “download Via” to their connected devices — rather than simply “call me a car.” In other words, as search and discovery become even more deeply tied to voice (and AI), brands of all stripes must think about how to make sure that customers ask for them when given the chance — meaning that providing personalized offers or experiences that improve the user experience are more important than ever.
“This is just a new storefront, and we don’t see it. So I think the point is, it becomes increasingly important and integral for a brand to create a direct relationship,” Clifford concluded — and while it remains to be seen if Via’s NYT partnership drives adoption, promotions that integrate digital touch points can be one integral part of that. “It’s a lasting, ongoing engagement, so that when you do ask Google, that brand is top of mind — and you’re giving the consumer control, not the robots.”