Taxi-hailing app Uber saw sign-ups jump to record levels on Wednesday, following a rush of publicity as cab drivers across Europe went on strike to protest against the company.
Marketing experts described the strike as an "own goal", after Uber said there had been an 850 percent increase in sign-ups compared to last Wednesday.
Uber accused London taxi union, the Licensed Taxi Drivers Association, of being stuck in the "dark ages" and called on the union to cancel the "irresponsible" strike.
Andre Spicer, professor of organisational behavior at Cass Business School, described the strike as "PR gold" for Uber.
"It's an own goal. Uber is top of everyone's minds. Lots of people who have never heard of the app before now know what Uber is," he told CNBC.
He said a company like Uber, which is bringing new technology to the market, faces two main difficulties: visibility and explaining how their technology works.
"Journalists - and even the leaders of the protest - are now talking about the app on the news, and explaining how it works. It gives it 1,000 percent more credibility than if the company did it themselves," he said.
In an attempt to placate London's protesting taxi drivers, Uber has announced plans to open its app based service up to black cabs, adding that it is a "shame to bring London to a standstill".