I came across this ad recently on Facebook, guaranteeing NYC drivers $35,000 in 6 months. When you click through, they give you the specifics. There are three...View More stipulations: you must accept 90% of trips within the month, be online for at least 200 hours a month and complete at least 200 trips in that month (only NYC trips count towards this total). Note that the stipulations are discussed only after the person clicks through. The idea is to get their interest and attention and then present the stipulations once they're in a peak state. Below the $35k ad are a variety of sidebar ads found on Facebook trying to recruit new drivers. Uber uses three specific approaches in this campaign to generate appeal. 1. They present the logical case that since you already have a car and know how to drive, why not make money with it. There are no startup costs, no new skills to learn and it pays better than most jobs. 2. They use the idea of making extra money in the summer to appeal to those would may like to go on a nice vacation or to college students who don't have a summer job yet. 3. They geo-target with certain ads, advertising the wages for that area, which are often impressive. Beyond their marketing, it's important to note that Uber continues to have problems with taxi companies. Just yesterday, an article was released describing a bill NYC would like to pass limiting Uber to just 200 new drivers per year in the city: http://techcrunch.com/2015/06/30/uber-stages-protest-at-nyc-city-hall-against-bill-throttling-new-driver-signups/