Last year, Johnnie Walker teamed up with McLaren to launch a unique Social Media campaign named #ImNOTdriving during the Formula 1 Singapore Grand Prix weekend to take pledges against “drink and drive.” We are less than a week away from this year’s Singapore Grand Prix weekend and Johnnie Walker has brought back the social campaign for this year along with new partner – Uber. In the run up to 2014 Formula 1 Singapore Airlines Singapore Grand Prix, Johnnie Walker is giving away 10,000km of safe rides home from September 10–21 which is supported by McLaren Mercedes Formula 1 team. In addition to the safe rides, the campaign also offers up to S$3,000 in Uber credit that will be given away to consumers who pledge to never drink and drive; and more importantly, the fans also stand a chance to win an Uber ride home in a McLaren 650S supercar or an afternoon with McLaren Mercedes Formula 1 drivers Jenson Button and Kevin Magnussen.
To request the super-ride, user will have to make a pledge by selecting the ‘imNTdrvng’ option in the Uber app which has been specially added for the campaign. “For almost a decade, our partnership with the McLaren Mercedes Formula 1 team has provided us with a powerful platform to directly tackle the issue of drinking and driving. This year, we’re reinforcing our commitment to this cause and honoring fans that show their support for responsible drinking by delivering 10,000km of safe rides home with Uber. By offering once-in-a-lifetime experiences like a free ride home in a McLaren 650S sports car, we hope to encourage as many people as possible to think about the importance of drinking responsibly and make their pledge to never drink and drive. We have a lot of exciting activities in store for consumers over the next week, this is just the beginning” comments Apurvi Sheth, Managing Director Emerging South East Asia and Joint Ventures at Diageo. To win a chance to spend time with the two F1 drivers, fans will have to click their own picture with their friends on a night out with Johnnie Walker and post it onto Facebook or Twitter with the hashtag #ImNOTdriving.
[Uber]
