Hi Huneybees,
On 6th December 2013, Asia Pacific Breweries Singapore (APB Singapore) announced details of a new digital project aimed at discouraging the public from driving to drink and to share creative ways of getting to a party without driving. The digital campaign forms part of the on-going ‘Don’t Drink to Drive’ campaign launched by the Traffic Police and the Singapore Road Safety Council.
This is the first year that the annual ‘Don’t Drive to Drink’ campaign boasts a digital viral activation.
“We are always on the lookout for a fresh and effective approach to remind and educate consumers on responsible alcohol consumption. By seeking public involvement in this year’s anti-drink drive campaign, we aim to make the key message of ‘don’t drive to drink and you’ll never drink and drive’ stick.
It is the first time we are crowd sourcing for fresh ideas on how we can avoid drink-driving this festive season. It is our hope that through peer-to-peer sharing of creative ideas and best practices, we encourage more buy-in for responsible consumption,” --- Shannen Fong, Head of Corporate Relations for APB Singapore
At the heart of the digital activation is a new micro-site, dontdrive2drink.sg. The micro-site aims to crowd source for creative ways to not drive to drink. Consumers are tasked to give suggestions by using the hashtag “#dontdrink2drive” on their social media pages across Facebook, Instagram and Twitter.
To drive public participation, attractive prizes are up for grabs, with APB Singapore giving away prizes based on two different categories – the Most-Liked Entry and the Most-Shared Entry. Each category will offer five S$100 taxi vouchers to help promote dontdrink2drive, and the top winner in each category will also receive the brand new Sony PlayStation®4 valued at S$639.
