Heineken’s asking Californians to come on and take a free ride.
Those using Waze to navigate their way to bars, beaches, and other outings this weekend might see a message from the beer brand that cautions against getting behind the wheel after downing a few drinks. To further discourage drunk driving, Heineken is offering Waze users a “rideshare voucher that they can redeem at any point during the summer.” (No word on how much the voucher is good for, or how many each user gets.)
Heineken is piloting the campaign in California this summer, but might expand it to states including Texas, Florida, and Georgia, per Ad Age.
According to Heineken, it’s the first alcohol company to partner with Waze in the US.
Déjà vu: This isn’t Heineken’s first rodeo with Waze—not long ago, it debuted a similar push in South Africa. A Waze case study claims 100% of vouchers were downloaded during the campaign’s 33-day window.
Zoom out: Heineken’s been saying “When You Drive, Never Drink” for a while now. Last year, it tapped Formula 1 World Champions (and father-son pair) Keke and Nico Rosberg for a commercial that warned against drunk driving.