The Smirnoff Guardians initiative is a social media solution to drinking and driving that allows people to pay for friend's cab rides home when they get too tipsy to make that call for themselves.
Developed by Brian G. Cheung and Vanessa Krchova, both from the Miami Ad School, the concept would integrate a 'safe ride' option onto Facebook that would operate in a similar way to the like and comment features already on the site. When a user 'checks in' to a bar or club, one of their friends could then virtually pay for their cab ride to ensure that they get home in one piece.
The drinker would get a message via text with a code attached to redeem with participating cab companies. The 'guardian' receives points for each ride they cover, which would then be redeemable for free admittance to clubs or allow for a Smirnoff drink to be named after them.
Stats for Social Media Cab Services
Trending: Older & Mild
Research: 2,473 clicks in 203 w
Interest: 0.5 minutes
Concept: Smirnoff Guardians
Related: 66 examples / 51 photos
Segment: Neutral, 18-55
Comparison Set: 24 similar articles, including: spring water + alcohol = smirnoff source looks like a bottle of water, peelable booze bottles, and std boozevertising.
Social Media Cab Services
More Stats +/-
Peelable Booze Bottles
Spring Water + Alcohol = Smirnoff Source Looks Like a Bottle of Water
Sweet Liquor Confections
Subversive Commercial Art