Diddy And Cîroc Vodka Team Up With Uber To Provide $1 Million-Worth Of Safe Rides Home


Cîroc Ultra Premium Vodka, Sean “Diddy” Combs, and Uber give fans one million more reasons to celebrate responsibly this holiday season.  Diddy and the “Official Vodka of New Year’s Eve” have teamed up with on-demand transportation app Uber, who will provide discounts for safe rides home on New Year’s Day 2014.  Throughout the remainder of 2013, consumers are urged to pledge to #CIROCthenewyear on Facebook and Twitter and make their commitment to never drink and drive.  If Cîroc receives 10,000 pledges with #CIROCthenewyear, then Uber will provide new Uber users with a $25coupon code, up to a maximum total of $1,000,000.  At 12:00pm EST on January 1, 2014 Combs will personally tweet and post a special code for new Uber users to redeem their discount. The rides will then be made available on a first come, first-served basis beginning at 12:00pm on January 1, 2014.  Consumers will be able to sign up with their code at Uber.com.

The program, which marks the brand’s sixth annual Safe Rides campaign, kicked off in Los Angeles on November 21, 2013, with a launch event inside the Variety Studio.  Guests who posed for a pledge photo included Sarah Michelle Gellar, Zoe Saldana, Michael Yo, Kevin Frazier, and Thea Andrews.  Cîroc will also host additional pledge parties throughout the month of December in key markets including New York, Los Angeles, Miami, Atlanta, Washington DC and Chicago.  To drive incremental awareness for the cause,  Cîroc, in partnership with Times Square Communications Worldwide, will also take over marquee billboards in Times Square and offer passersby a real-time opportunity to show their support.  Consumers will be able to post to #CIROCthenewyear and upload a photo for a chance to appear on one of these larger than life billboards.

“New Years is all about spending time with family and friends to reflect on the past year, but more importantly, start planning for what lies ahead,” said Sean “Diddy” Combs who oversees all branding and marketing for Cîroc. “Helping consumers begin their New Year safely is what this program is all about – reminding them that there is a true art to responsible celebration.”

To further encourage awareness, all month long Combs and various other celebrities will be surprising pedestrians by collecting pledges at undisclosed locations and participating in dedicated public service announcements.  The content will be featured in the out  of home advertising as well as across targeted media outlets.