The company recognises that people use its services for a variety of reasons – whether it be to transport lost keys across the city, protect them from a sudden downpour, or to get them home safely after a night out.
The brand wants to hear these customer stories, and those with particularly interesting and unique accounts could be in with a chance to feature in Uber's new campaign.
Those who would like to feature in the creative are being invited to complete an online form, which poses questions such as: "Over and above getting to and from work or weekend drinks, why else would you book an Uber?" and "Tell us about your most memorable Uber trip."
Select individuals will be invited to an event in central London on 18 April, where they will meet members of the Uber team and have a handful of sample shots taken.
The finalists will then be whittled down, with chosen participants to be invited to participate in the campaign, which is being produced in London from 25-26 April.
Uber most recently enlisted experiential to promote its UberPool service, a move that saw a handful of top comedians entertain select users during the course of their journey.
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