Uber is testing pre-paid service for events in New York City. Uber is launching yet another new product, but this one targets a specific group of people: event organizers, especially those tired of fielding calls from guests who can’t make it due to car troubles. The service, called UberEvents, allows organizers to buy and secure passes ahead of the occasion to send to guests, clients or whoever needs one to get to the location via email.

“Guests will only have to enter the code under the Promotions section of the Uber app to hail a ride,” Mariella Moon wrote in Engadget.com’s “Uber starts testing pre-paid service for events in NYC.” “Now, nobody will be able to use car issues as an excuse anymore, and party planners won’t have to worry about how to send drunk guests home. Uber is initially making Events available to business users and select people in New York City, though the service will be accessible by everyone in the metropolis within the coming weeks.”

“When planning a company happy hour, client appreciation dinner, or even upcoming nuptials, there is a lot that goes into ensuring that your event goes off without a hitch ‰ÛÓ including how your guests can safely get to and from without any fuss,” Kimiko wrote for Uber in “Your Guests Are Arriving Now‰ÛÓWith UberEVENTS.”

“We want to make the experience of planning transportation logistics as seamless as ordering a ride at the touch of button. Starting today we are excited to offer select riders and Uber for Business users beta access to our latest feature: UberEVENTS.”

Down to the last detail:

  • Customize your guest passes per event by setting a maximum value for each ride and the number of rides you‰Ûªd like each guest pass to be valid for
  • Share your purchased guest passes with the attendees of your event
  • Guests can easily activate their guest pass by entering their unique code under the ‰ÛÏPromotions‰Û section of the Uber app before requesting their rides

According to AudienceSCAN, 3.4% of Americans hitched rides with Uber in the past 6 months. If you’re trying to target the hip and trendy taxi-avoiders, then listen up. Tying in with your local events could put more riders in Uber cars. 31% of Uber Users plan on participating in Restaurant Week and another 30% will go to film festivals. They probably need rides! And don’t get me started on NYE! 41.5% of Uber Users celebrated New Year’s Eve at a restaurant, bar or hotel, so I’m sure they will need rides again this year. Target them through emailed ads or newsletters because 48% respond to them. Also, mobile smartphone app ads or text message ads are uber effective: 43% took action after getting them.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.