This document outlines a marketing strategy for Uber Pool in NYC. The objective is to grow Uber Pool rides from 0.39% to 2% of daily trips over 12 months. The strategy targets urban hustlers aged 22-34. It involves launching a loyalty program, partnering with Plenti, distributing survival kits on subways, and running a social media campaign with the hashtag #FREETOHUSTLE to promote the message that Uber Pool allows users to save money and take advantage of unexpected opportunities. The goal is to convert existing Uber X customers and subway users to Uber Pool to significantly increase the number of daily Pool rides.