Ridesharing service gets #UberMADD

Riders must enter the "UberMADD" code on the smartphone application before the ride begins. Rides can be paid for by connecting a credit card to the app.

"For years we have heard anecdotally that riders rely on Uber instead of drinking and driving—and now we're able to measure the impact that choice has on DUI rates," Uber Co-Founder and CEO Travis Kalanick said in a news release. "We've seen it in Seattle with a 10 percent reduction in DUI rates since Uber entered the market, and we are excited for the ways this partnership will continue to spread the word about the importance of making a safe choice—by taking Uber."

Uber has guaranteed a minimum $20,000 donation to MADD no matter what is raised during the holiday. The base fare for Uber service is $1.50 and $0.30 a minute and/or $1.90 a mile, according to its website.

Uber is a new ridesharing service to Austin that is operating without city approval. Austin City Council approved a pilot program in May to help develop standards for regulating ridesharing companies. Multiple ridesharing drivers have had their cars impounded as a result of Austin Police Department sting operations since Uber launched its service—against the city's wishes—in late May.