For the month of June, Uber is showing its Pride with a little bit of marketing, which has gone viral in the wake of the Supreme Court ruling on same-sex marriage.
Each virtual Uber car icon shown in the popular ridesharing app has a small rainbow flag attached – the near-universal symbol of the LGBT movement.
Although the promotion has been in effect for the past few weeks, the initiative took off since Friday’s 5-4 Supreme Court decision in Obergefell v. Hodges, which made same-sex marriage legal throughout the United States.
Since then, screenshots of the Uber app have been popping up in social media streams.
The San Francisco-based technology company has also partnered with the It Gets Better Project, a campaign to help LGBT youth, during various Pride weekend celebrations this month in San Francisco, Seattle, Los Angeles, Portland and San Diego.
This weekend, in the San Francisco and Seattle markets, Uber users can click “PRIDE” in the ride options to get a specially equipped car with a video camera and postcards to collect your message of hope and encouragement to LGBT youth. The entire fare – at the UberX rate — will be donated to It Gets Better.