CAMPAIGN LEVERAGES IN-APP NOTIFICATIONS AND RIDESHARE APP VOUCHERS TO ENCOURAGE RESPONSIBLE DECISION-MAKING THIS SUMMER
WHITE PLAINS, N.Y., May 27, 2021 /PRNewswire/ — HEINEKEN USA, in conjunction with Waze, the world’s leading traffic and navigation app, today announced a partnership in the U.S. to promote responsible consumption. Piloting this summer in California, the campaign is utilizing targeted in-app notifications and offering vouchers from the leading rideshare app to encourage consumers not to drive when they drink. As a long-standing industry leader on promoting responsible drinking, HEINEKEN USA is the first alcohol company to begin a partnership with Waze in the United States.
Beginning Memorial Day weekend and extending through the summer, the promotion will be available to Waze users throughout the state of California with room to expand to other markets. The campaign will champion moderation by targeting users going to social venues such as beaches, parks, sports stadiums, and restaurants with messages that remind consumers that there is always a choice and encouraging safe decision-making behind the wheel. Waze users traveling to these sites will be offered a rideshare voucher that they can redeem at any point during the summer for a safe, responsible ride home.
“We like to say HEINEKEN has been social networking since 1873, but we recognize bringing people together for a drink comes with responsibility. Encouraging responsible consumption is core to our…
