Aucklanders will get the inaugural taste of a worldwide gimmick when the city becomes the first of 130 across the globe to offer smartphone users icecream delivered by private driver today.
The global promotion for on-demand driver-booking app, Uber, will kick off in New Zealand at 2pm, when users can order tubs of Giapo icecream delivered to their location in the Auckland CBD and surrounding suburbs.
Uber, that launched here earlier this year, is known for its creative promotions around the world -- including cupcake delivery and a celebration of National Cat Day that delivered carloads of kittens for 15-minutes of playtime to American users in October.
Uber differs from taxi companies, matching available drivers with users who order a ride, watch it arrive and pay for it using the app that is active in 137 cities in 39 countries.
Auckland general manager Oscar Peppit said it was "highly likely" there would be more novelty promotions in store as the brand -- that has caused controversy around the world as it takes on traditional taxi operators -- establishes itself here.
"We've seen some really fast growth in Auckland, thousands of Aucklanders have downloaded and are riding since our launch here."
Mr Peppit said drivers would hand over two tubs -- one each of chocolate almond and coconut chocolate flavoured -- at a price of $20 until stocks lasted.
Orders had to be made on the app by selecting the added Ice Cream option.