Budweiser Picks Designated Driver with Give a Damn

From 16 September, the tie-up with Lyft will see Budweiser provide up to 80,000 rides at peak party hours across four major U.S. cities.

Budweiser has teamed up with Lyft to release Give a Damn. Don’t Drive Drunk., a campaign championing drinking responsibly in support of the fight against drunk driving. From 16 September to the end of the year, the push will see the beer giant provide up to 80,000 rides at peak party hours.

Applicable during weekend and holiday nights, the effort specifically targets the bustling American cities of New York, Colorado, Illinois, and Florida. The collaboration also marks the largest partnership of its kind between a beverage and ride-sharing company aimed at reducing drunk driving.

Budweiser expects to share a unique code via its Facebook and Twitter channels every Thursday at 2:00 pm, which consumers aged 21 and up can enter into the Lyft app to claim free ride credit worth $10. The offer is redeemable the following Friday and Saturday between 10:00 pm and 2:00 am.

Targeting those returning home after a night out and open to both and existing customers to promote alcohol responsibility, the first 5,000 Lyft users to claim the codes will be entitled to use them over the same weekend. The claim and redemption periods will be extended during certain holidays.

Consumers in the aforementioned participating markets should explore the social channels of both brands weekly for the latest updates. Each code is valid for a $10 credit or free ride up to $10. For additional information, fans are welcome to visit the Give a Damn campaign’s dedicated microsite.

The partnership debuts on 16 September 2016, in conjunction with Anheuser-Busch’s seventh annual Global Beer Responsible Day. The platform is one of the ways the brewer and its partners raise awareness around responsible drinking. Anheuser-Busch is the owner of the Budweiser portfolio.

“Budweiser and Lyft are dedicated to helping people get home safely. As one of the biggest beer brands in the world, our programme will make a positive impact and start conversations about this vital issue,” said Katja Zastrow, VP, Corporate Social Responsibility – Better World at Anheuser-Busch.