Friday, January 4

AAA on NYE



We all know that we shouldn't drink and drive ... awareness is not an issue.  Certainly around New Year's Eve we've become even more aware as the nation collectively goes out to celebrate.

It's less about awareness and more about giving people options so that they don't ever consider driving once they've had a drink.  Now as a Manhattan-ite, I feel lucky that I have so many cabs at my disposal so it's never an issue there.

But elsewhere that's not the case ... which is why I absolutely LOVED the promotion from AAA on New Year's Eve.

Whether you are a AAA member or not, on New Year's Eve anyone could call and get a free ride home.  Now it wasn't national, but it was strategically sound, and hopefully something that the company is working on expanding.  It's called the "Tipsy Tow," which makes so less intimidating.  It circulated through all the social media channels, which certainly seemed like the right way to distribute the message.

AAA is behaving like a great brand by making an emotional connection with its audience, and then adding value to their lives, above and beyond the product/service that they offer as their core business.  A great way to reinforce to AAA members that they made a good choice and then also a great way to  target non-members with a new way to think about the company.  An amazing example of a brand going far beyond its current offering to truly help the community.

A great way to start the new year.  What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU

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