It’s the holiday season, which means mostly good food and good times. But there’s that one perennial menace that comes around this time of year, following on all the egg nog and hot toddies: drinking and driving. It goes without saying that drunk driving is a serious problem. Who would have thought a little corporate social responsibility might provide a pretty great solution, or at least the beginnings of one? Coors Light is partnering with taxi-hailing app Hailo to give away a total of $3 million in cab fares to encourage partiers this holiday season to ditch their keys and catch a taxi home — and $1 million will go toward app users right here in New York City.
The promotion runs from December 2, 2013 to January 5, 2014, capturing the post-Thanksgiving, Christmas, and New Year’s Eve rager crowd. Hailo will distribute $10 discounts on cab fares until they hit $1 million.
There are a few catches, of course. The discounts are only redeemable by Hailo users (easy enough, all you have to do is download the app. What those of us without smartphones will do is another story.)
Another is that the discount is only available at “select” bars in Brooklyn, Queens, and Upper Manhattan, though those codes can be used anywhere in the city* Also, No word yet on which bars are participating. The finalized list is due out December 2.
The program is also seeing rollouts in Boston and Chicago during the same time frame.
According to Mother Against Drunk Driving, Drunk driving fatalities in New York state were up in 2012 from 2011, coming in at 344 from 328 the previous year. The figures were 321 and 123 in Illinois and Massachusetts, respectively.
*Correction: An earlier version of the post stated the discount codes could only be used going to or from certain bars. In fact, while the codes are available at a limited set of bars, they can be used anywhere in the city. The Voice regrets the error.
Send your story tips to the author, Raillan Brooks.