Cannes Lions

NEW YEAR'S EVE PENNY RIDES

KINETIC, New York / MILLER BRANDS / 2013

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Overview

Entries

Credits

Overview

Execution

The CTA Penny Rides program offers free service on New Year’s Eve as a safe transportation alternative, which is in direct alignment with the Miller Lite Free Rides program. This program was the perfect vehicle for MillerCoors to reach Chicagoans, and Miller Lite became the first sponsor of Penny Rides.

Service for “CTA Penny Rides brought to you by Miller Lite” was provided on all CTA routes beginning at 10pm on December 31 until 4am the following morning.

For the month of December, promotional materials ran on all CTA rail lines, including two-sheet posters, branded turnstile stickers and customer alert announcements, in addition to 150,000 Miller Lite branded fare cards sold to riders supporting the partnership and driving awareness of the program.

Additionally, MillerCoors commissioned an artist to create a commemorative piece of art made of over 8,000 pennies. The artwork was on display at CTA’s Clark/Lake station during December.

Outcome

Miller Lite is the first sponsor of the CTA Penny Rides program.

The announcement of the sponsorship brought much local press coverage as well as a flurry of social media coverage.

CTA ridership on New Year’s Eve was high, delivering 134,124 rides. This number contributes to MillerCoors’ ongoing mission to be 10 million strong against drunk driving. The Penny Rides sponsorship will run for three years, giving MillerCoors a continued outreach to keep their local Chicago community safe on New Year’s Eve.

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