Today we launch another mobile campaign. The campaign is called “Castle Designated Driver”, and is an initiative by SAB. From the press release:
“Castle Lager Executive Brand Manager, Charl Bassil, says Castle Lager has partnered with taxi service, SACAB, to promote responsible behaviour during a period when drink-driving statistics typically increase. “We’re committed to helping people enjoy their Castle Lager’s responsibly and we are keen to entrench designated driver behaviour, where one friend takes it upon himself to get his mates home safely after a night out” he says.
The promotion will run at 80 venues around the country until the end of December 2009. Consumers will be encouraged to nominate themselves as designated drivers for the night to Castle Lager promoters at the various venues. Willing participants will undergo a breathalyser test when they register and another one towards the end of the evening before they go home. To encourage minimal alcohol intake during the promotion, each designated driver will be given free soft drinks.
If designated drivers are below the legal limit by the end of the evening, they will be entered into a lucky draw. Each week four designated drivers will stand a chance of winning a year’s free cab rides from SACAB. ”
Be-Mobile is of course responsible for the mobile element, a mobi site which can be found at http://castledd.mobi.
It’s a great initiative, so lets hope it takes off, and people enjoy the festive season responsibly.
