Heineken will reward consumers who plan ahead

Heineken will reward consumers who plan ahead

Heineken has launched a campaign to encourage responsible drinking during the holiday season in the US. 

The brewer said today that the activation, called 'Drink OR Drive', centres around a partnership with digital invitation app Evite and the Uber taxi app. Evite users in 11 US cities will receive discounted Uber rides from Heineken.

The push aims to encourage consumers to pre-arrange whether or not they will drink on a night out.

"The 'Drink OR Drive' campaign aims to influence more responsible decision-making," said Stephanie Johnston, director of corporate social responsibility at Heineken USA. "This isn't about discouraging drinking – it's about rewarding people who are making responsible decisions early on about whether they will be drinking or driving during festivities.

"That's why Heineken is offering Uber discount codes as a reward to consumers who make either choice. As long as you pick either drinking or driving - never both - you deserve to be rewarded." 

Evite allows users to make, send and RSVP to invitations. According to the app company, Evite sends around 20,000 invitations an hour.

Heineken's Q3 2017 by region - results data

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