Uber collaborated with Hello Social over the weekend to transform the iconic Icebergs precinct in Bondi Beach into a luxurious ice bath for Uber One members following the City2Surf.

The 'Ice Cold Recovery' event offered guests recovery massages, margarita mixer recovery bikes, and limited-edition event merchandise. After cooling down, guests were invited to Maurice Terzini's Icebergs Dining Room & Bar for complimentary food and beverages, with music provided by DJ Touch Sensitive.

Uber Eats also offered 'Ice Cold Recovery' benefits for Uber One members by freezing certain fan favourites at $5. The campaign was led by Hello Social, with PR support from History Will Be Kind and media by EssenceMediacom.

Head of Marketing at Uber ANZ, Nicole Bardsley, said: "The benefits of Uber One membership are crystal clear for anyone who already likes to enjoy credit on rides, zero-dollar delivery and memorable perks - but this was the perfect opportunity to showcase benefits of our membership from one of the country's most iconic locations at the perfect moment in time."

Managing Partner at Hello Social, Sam Kelly, said: "The City2Surf continues to index highly amongst Sydney-siders and has quickly become one of the biggest events on the social calendar - it certainly made sense for Uber One to show up and celebrate the perks of being a member. We wanted to harness the camaraderie of in-trend community run clubs with our obsession for recovery, to create something truly unique. The feedback has been amazing and we're looking forward to continuing to build out even more meaningful exclusives for Uber One members in the future."