IT's a smartphone app for hiring taxis but today Dublin Uber users will be able to order ice-creams as well as their journeys.
The app uses global positioning technology to dispatch taxis to passengers on the go.
Today it'll be ice cream vans offering two 99s cones for €1.98.
It's part of a global campaign that will see ice creams delivered to people in 254 cities in 59 countries.
The firm said it has "tens of thousands" of users in the Dublin taxi market where they compete against the Hailo and Lynk taxi apps.
"It's great to be able to bring Uber Ice Cream to Dublin for the day," said Kieran Harte, general manager of Uber Dublin.
"It's a fun day which hopefully inspires us all to feel like kids again.
"Thankfully, even a bit of summer rain won't dampen the appetite," he said.
The promotion will run from 11am to 5pm today.
Participants will need to have downloaded the Uber app onto their smartphone and will be able to make a request from within Dublin city. One request will deliver two 99 cones at a cost of €1.98.
The firm provides a technology platform connecting passengers to taxi drivers through its apps.
Accessible
The company claims to make cities more accessible, opening up more possibilities for people to get to their destinations and more business for taxidrivers.
It was founded in 2009. The app is now being used in more than 300 cities around the world.
Rival taxi apps have been going head to head in Dublin in recent months.
Last year, Hailo announced it was pulling out of the US market, stating it was "impossible" to become profitable in America where the Uber and Lyft apps were waging a tough war.
At the time Hailo blamed the massive marketing spend required to compete for its decision.
Hailo said it has more than 400,000 registered users in Ireland.