Like an action packed highlight reel, the momentum leading up to Sunday’s Super Bowl is seen in glimpses everywhere. Social media posts, headlines, party recipes, predictions… But did you know that it is also one of the nation’s deadliest days for drunk-driving?
According to MADD – Mothers Against Drunk Driving – 47 people were killed in drunk-driving related accidents on Super Bowl Sunday in 2012, a jump of more than 60% over the normal daily average of 28. If only some of these drivers had had options for getting themselves or their fellow football fans home.
Enter Uber.
The app-based transportation network and company first announced a partnership with MADD this past July, and has stepped it up in preparation for the upcoming Super Bowl by jointly launching the ThinkAndRide campaign. On Sunday, between 3:00 p.m. and midnight, Uber will donate $1 to MADD for every trip taken via their service. Riders need only enter the ThinkAndRide code.
Along with MADD, Uber is pulling out all of the PR stops to promote the campaign. Just days ago, the partners released a report connecting Uber services with a drop in auto accidents over the last three years in California, where the company is based. In addition, the Benenson Strategy Group contributed to the report, providing impressive results from a consumer survey measuring attitudes toward ride sharing services as a means to prevent drunk-driving. Uber and MADD held a joint press conference to present the findings and to promote the ThinkAndRide campaign, following it up with a major social media push on both.
At face value, the partnership between Uber and MADD seems a perfect match, accelerating at the perfect speed to gain optimum attention. To skeptics, however, that’s just the point.
In November 2014, Uber came under fire from more than one direction, facing allegations ranging from regulatory complaints to reports of passengers being assaulted by their drivers. To cap it off, one company executive suggested – during a sponsored event open to journalists – that critical reviews of the company might warrant tracking the rides of those writers and finding information to use against them.
Clearly the relationship between Uber and the journalism community – and the community as a whole – has been strained. Bad press has lead to vocal dissension which has lead to more bad press. Steve Barrett, Editor in Chief of PRWeek US, described the company’s handling of the most serious charges as being executed with “breathtaking arrogance.” Not exactly endearing.
A successful partnership with an organization no one can argue against might be just the ride Uber needs. Or, it might be a forced marriage doomed to transparency. Like the Super Bowl itself, no one will know the actual outcome until the clock runs out.
Partnerships are key to success for any company. Finding those which make the most sense and which drive real results can be challenging. If you are ready to amp up your PR playbook, we are ready to help you find the right match-ups, map out the best plays, and go for the big score.
– BML
