In central London users could request free Magnums through Uber's new UberEATS app, with ice-creams delivered by motorbike and bicycle.
Throughout the rest of the UK, Uber delivered four free Magnum bars to lucky users in 17 cities including Manchester, Birmingham, Bristol and Edinburgh.
Customers entered by opening the Uber or UberEATS app, setting their location and requesting ‘Ice Cream’ and were encouraged to share their experiences using the hashtag #UberIceCream.
The brand cancelled its Western European delivery in light of the events last Thursday in France and released the following statement: "After last night's tragic events, our thoughts are with the people of France, including our community of riders and drivers in Nice. Now is the time to pause and reflect so we are cancelling the distribution of ice-creams we had planned for today."
The campaign launched in the US in 2012 and has grown to include more cities each year.
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