This press release came across my desk last week courtesy of the folks at Campari. I thought it was a pretty cool use of emerging technology to connect with alcohol consumers. Liquor brands have had a hard time figuring out how to use digital and mobile technologies to connect with consumers in a sustainable and impactful manner while conforming to all the rules and laws around those of legal drinking age (LDA). I’m curious to see if Campari continues to use this approach based on initial results.
Here’s more detail from their official press release:
SMARTPHONE TECHONOLOGY ENABLES SAFE RIDES HOME:
CAMPARI AMERICA, KIIP, LYFT REWARD YOUR GOOD DECISIONS
SAN FRANCISCO (July 7, 2015) – Good decisions and safe rides home are now just a click away: Campari America and Kiip, a mobile rewards platform, have teamed up to promote responsible drinking and social safety by offering consumers credits for the popular ridesharing application Lyft.
Using Kiip’s “Moments Targeting” technology, Campari America can engage consumers at the most relevant moment when it comes to drinking responsibly: before the ride back home. It’s part of the company’s ongoing social responsibility campaign and an initiative designed to encourage well-being and inspire positive decision-making after a night on the town.
Kiip leverages real-time location and timing data to determine when legal drinking age mobile users are apt to drink. As a result, when someone is on a Kiip-enabled app during peak drinking hours – such as weekend nights, happy hours and holidays – and in an area with a high concentration of bars and restaurants, they could receive a reward from Campari America. These featured rewards offer social drinkers credits for the ridesharing app Lyft, which allows users to easily order a ride home on their smartphones.
Campari America is the first company to offer Lyft credits as a reward via Kiip’s mobile platform. This is also the company’s first multi-brand corporate social responsibility initiative with rewards powered by SKYY® Vodka, Wild Turkey® Straight Kentucky Bourbon and American Honey®.
“Consumers are engaging with Campari America’s brands with mobile technology in a more significant way than ever before. We strive to meet consumers where they are and help them make smart decisions. This innovative partnership with Kiip and Lyft ensures we effectively promote responsible drinking by using the power of digital technology,” said Dave Karraker, Vice President, Engagement & Advocacy at Campari America.
Kiip CEO Brian Wong agrees: “We’re thrilled to power such an impactful corporate social responsibility campaign. By providing value to consumers at the moment it matters most, we go beyond simply telling our consumers to drink responsibly. We reward safety in a tangible way.”
The rewards appear in relevant apps which include Mixology, Mixologist and onthebar, as well as apps such as 365Scores. The program was created by m/SIX, a GroupM company.
We’d love to hear from you if you received one of these Lyft offers from Campari. We’re also curious to hear what everyone would like to see from brands in regards to digital and mobile offers. Let us know what would motivate you to buy more product or try new things.
Looking forward to your thoughts in the comments.