Budweiser and Lyft Launch Giveaways for People Who Get COVID-19 Vaccine
As a way to incentivize people to get the COVID-19 vaccines, companies are launching giveaways. For brands, a simple giveaway both raises awareness while also promoting the importance of public health.
Some companies that are participating in giveaways are Krispy Kreme Doughnut Corp, Lyft, Uber, Starbucks, Budweiser, and Samuel Adams, while other companies are offering other incentives such as time off. For instance, AT&T, Instacart, Target, Trader Joe's, Chobani, Petco, Darden Restaurants, McDonald's, Kroger, Publix and Dollar General are giving workers time off and/or extra money, as reported by CNBC.
Welcome back, Buds.
— Budweiser (@budweiserusa) April 15, 2021
Get a round on us when you show you’ve been vaccinated at https://t.co/o34HFqGtID pic.twitter.com/KCUbnsqlCR
Considering "nearly one-quarter of employed Americans who probably or definitely won't get vaccinated would consider getting their shot if offered a cash bonus or stipend, according to a report by the Society for Human Resource Management," as reported by CNBC, this isn't a bad marketing strategy for more companies to partake in.
For instance, Krispy Kreme will give away a free glazed doughnut as a way to support people, which Dave Skena, chief marketing officer at Krispy Kreme, part of JAB Holding Co., stated in the Wall Street Journal, "We're really looking forward to getting past COVID, and supporting people who are doing what they can to get us past that as a society by getting a shot when it's their turn," also noting that it's just a good thing to do, "Marketers like me have the opportunity to do something to reach a broader audience in a way that is maybe somewhat commercial but also is just a good thing to do."
Meanwhile, Lyft and Uber Technologies will provide free or discounted transportation to vaccination centers to help people get vaccinated especially if they don't have transportation available.
The key takeaway here for marketers? It doesn't hurt to be kind and generous, especially if it can help motivate people to get vaccinated and feel good about their choice. While a giveaway or incentive may not change everyone's minds, it is a gesture that consumers won't likely forget. Why pass on a chance to build brand loyalty and awareness?
Source
"Budweiser and Lyft Launch Giveaways for People Who Get COVID-19 Vaccine," ANA, 2021.