To celebrate the release of its limited edition “prohibition-style” brew, Anheuser Busch is teaming up with Lyft to give Manhattan riders a once in a lifetime opportunity to ride in a 1930s era automobile.
Anheuser Busch’s latest lager, “1933 Repeal Reserve” is based on a recipe from the 1930s that was only tasted by those living in St. Louis, MO during the early 20th century. This limited time nationwide release will be highlighted by a partnership with Lyft. Manhattan users who want a joyride in a 1930s vehicle are asked to enter their phone number in the Lyft app and request a ride in the themed car. Those who enter will be credited $10 for use during the hours of the campaign.
In a world that is shifting to interactive marketing this stunt is a brilliant move for both companies. The partnership aligns well with both Lyft’s and Anheuser Busch’s values and continues on a history of co-branding special events together. The consumer engagement continues with Clydesdale appearances and a deal with Drizly.