Live Nation and Uber have entered into a partnership to enable concertgoers to order an Uber ride to and from the ticket vendor's sponsored venues, with special pick-up/drop-off zones near the main entrance. The address of every Live Nation-sponsored amphitheater will be pre-loaded into a specialized Live Nation app for iOS and Android, which also will offer time and cost estimates for the ride. As an extra incentive, Uber is promoting a $30 discount for the first ride to new users. The alliance forms part of Uber's strategy to integrate its brand via ancillary channels, while Live Nation should benefit by the boost in concert attendance, in keeping with its agenda. Other recent partnerships Live Nation has embarked on include one with Hilton Worldwide to make Hilton properties Live Nation's official hotels. Meanwhile, Live Nation's Hilton at Play campaign aims to provide Hilton HHonors members exclusive access to Live Nation offerings, such as "meet & greets" with artists.