Providing free rides is not exactly a new idea even in the alcoholic beverage arena–Captain Morgan’s has been helping out party goers for a couple of years in select markets. So MillerLite’s decision to support the Kentucky Derby with free rides is hardly big news:

Thank you for visiting the Miller Lite Free Rides™ web site. The Miller Lite Free Rides program is a collaborative effort between transit systems, community organizations, law enforcement agencies, civic organizations and others to help keep our streets safe and prevent drunk driving on major holidays and throughout the year.

Take advantage of a safe transportation alternative during your Derby Eve celebration on May 1st. Miller Lite Free Rides will provide evening service to many popular destinations, including the Derby Eve Jam concert on the waterfront, restaurants, bars, local family events and neighborhood celebrations.

So why then am I writing about it? Well, simply as a reminder that Marketing as Service requires just as much consistency, commitment and creativity as other marketing approaches in order to cut through.  A one-day free ride program is hardly a sincere commitment to public safety.  Because free rides have been done so often they can’t really expect much PR or points for creativity.  I’m not saying Miller is wrong for doing this just that they should be careful not to offer it up as a meaningful pro-social activity.  Now if this is the beginning of year-long program to offer free rides at major sporting events then let me know and I’ll buy a couple of six packs and toast to their health (at home, safe, far from a car!)

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