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Adding to its popular “No Bollocks” marketing campaign, Heineken USA’s Newcastle brand took the idea of advertising on cabs to a new level in order to promote its new Newcastle Cabbie Black Ale. A new video titled “Cabvertising” recaps the humorous event in which authentic black British cabs provided free rides to consumers. However, there was a catch. Consumers only could ride in the taxi if they promoted Newcastle Cabbie Black Ale for the duration of the drive using an oversized megaphone mounted on the roof of the cab.
The “Cabvertising” marketing event also promoted Newcastle’s partnership with Taxi Magic, a taxi application available for Android and iPhone smartphones that operates in more than 60 cities. In cities where Taxi Magic rides are available, Newcastle Cabbie Black Ale point-of-sale displays will feature a promo code that rewards consumers with a $5 credit toward a cab fare booked through the app. Where Taxi Magic ride booking isn’t yet available, consumers can send a text message to enter for the chance to win free cab rides home for one year. Together, both companies will distribute more than $1 million in free cab fares around the United States throughout the holiday season.
“We’re not exactly pioneers in declaring drinking and driving to be utter bollocks, but we’re proud of the fact that we’re putting our money where our mouth is and offering people a tangible incentive to enjoy our product safely,” said Brett Steen, brand manager of Newcastle Brown Ale, in a statement. “Our work with Taxi Magic is a great way to combine responsibility and moderation with Newcastle drinkers’ quest to enjoy living life to the fullest.”
This Newcastle Cabbie and Taxi Magic initiative marks the Newcastle brand’s first fully integrated responsible consumption program for consumers, which is a natural extension of the partnership between Heineken USA and Taxi Magic that started in March 2010.
The launch of Newcastle Cabbie and its social responsibility partnership with Taxi Magic will be supported by a national digital campaign, extensive social media promotion and sampling (where legal). Newcastle Cabbie will be priced comparably to Newcastle Brown Ale and available nationally through March 2014 in six- and 12-packs at retail and on tap in most major markets. The label and packaging for Newcastle Cabbie Black Ale feature a London-style black taxi cab. A similar black cab is featured on Newcastle Cabbie Black Ale tap handles on-premise.