When Indianapolis bar patrons call for taxis for safety’s sake tonight, the cabbie could be NASCAR star Jamie McMurray in a replica of his signature stock car.
The rare taxi rides will occur as the fourth year of Crown Royal’s “Safe Rides Home” program to promote responsible drinking behavior. Eight replicas of the purple and gold No. 26 Ford Fusion that McMurray drives will offer free rides home from Indianapolis-area night spots tonight and on Friday night.
McMurray will be at the wheel of the real race car, sponsored by Crown Royal, in the Allstate 400 at the Brickyard on Sunday.
“The promotion gives us an opportunity to convey that we want consumers to use our products responsibly,” Sven Muhlenberg, Crown Royal brand manager said. “It‘s a fun way to create memories and encourage responsible drinking.”
It’s part of the iconic Canadian whisky’s ongoing campaign with the catch-phrase, “Be a Champion. Drink Responsibly.”
Signage in local bars makes patrons aware of the “Safe Rides Home” program. Consumers can sign up for rides at special No. 26 taxi stands. They have to be at least 21 years old and live within a 20-mile radius. There’s a limit of four passengers per car.
Over the three years of the Indianapolis promotion, Crown Royal has given hundreds of bar drinker rides, saving them approximately 225 gallons of gas and $10,000 in taxi fees, while ensuring them a safe ride home.
Network
