E!, Ciroc push for safe New Year's Eve with text service

Share this article:

In an effort to assuage drunk driving on New Year's Eve, entertainment network E! and Ciroc Vodka added a new wrinkle to their joint "Drive Safe" campaign. The companies are using Web, TV, social and mobile marketing to get the word out about their new taxi-locating text service.

The service allows users to text “DRIVESAFE” to 44264. Using geo-targeting to locate the user, a text is sent back to them with the phone number of a cab company in the area to pick the person up and prevent them from driving home drunk.

Suzanne Kolb, CMO of E! and Style Network as well as GM of E! Online, said that PSAs run on-air all year, but they have the highest rotation around holidays like the Fourth of July, Thanksgiving, Christmas and New Year's. “We also do homepage takeovers [promoting the service] in the weeks leading up to New Year's so that our viewers are reminded to plan ahead for the evening.”

Banner ads are also running on E! Online and on Comcast partner sites and will run through January 1. E! and Ciroc are also touting the service on social media sites like Facebook and Twitter.

While there are ads attached to the texts, Kolb says E! is not using the service to re-target consumers via mobile. “It's a straight service,” she explained. But she said the service fits into E!'s overall goal of being the number one source for entertainment news on mobile devices.

E! originally got behind the project because at the time of the launch, the network had been regularly reporting on celebrities getting DUIs. “We didn't want to glorify people getting DUIs,” she explained. “We felt we had a responsibility to actively try to prevent  them at the same time that we were reporting them.”

She said a large portion of E!'s demographic are impressionable young people who would likely be out at bars, so the network wanted to try to make a difference.

In addition to the direct marketing elements, Sean “Diddy” Combs—who has a strategic marketing alliance with the owner of the spirit—will be partnering with the New York City Taxi & Limousine Commission to distribute thousands of debit and MTA cards in NYC clubs. The debit cards will provide up to $15 for a cab ride. Metrocards will provide a one-way subway or bus fare home. A similar initiative is taking place in Las Vegas.  


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.