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"This program underscores the fact that promoting responsible drinking is not just the responsibility of one group. By working together, sports leagues, concessionaires, brewers, and others can implement successful alcohol management training and awareness programs through TEAM Coalition."

--- Joe McClain, President, Beer Institute
 
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TEAM Partners with the Minnesota Vikings and MillerCoors for Responsibility Has Its Rewards Promotion
TEAM Partners with the Minnesota Vikings and MillerCoors for Responsibility Has Its Rewards Promotion

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TEAM visited Minneapolis, MN on Saturday August 27 to reward Vikings fans who made the pledge to be designated drivers. Designated Drivers promise:
  • I am 21 years of age or older
  • I will provide responsible transportation for all members of my group
  • I will not purchase and/or drink alcohol beverages at this event or during my time as a designated driver

Be Great! Designate! was the responsibility message for Vikings fans. Those that made the pledge filmed responsibility videos that will be included in a Public Service Announcement. The PSA is being produced for broadcast on the Mall of America Field video board, the Vikings website and local TV broadcasters.

Fans who made the designated driver pledge had the opportunity to pose in front of a backdrop with the partner logos and received a souvenir photo with a branded border including the campaign partners' logos and the campaign's responsibility message.

     

NATIONAL CAMPAIGN: Responsibility Has Its Rewards™

Vikings Responsibility Day Message:
  • Vikings Fans Don't Let Fans Drive Drunk
  • With Great Beer Comes Great Responsibility, Be Great... Designate!
RHIR PARTNERS INCLUDE:
  • Minnesota Vikings
  • MillerCoors
  • TEAM Coalition (Techniques for Effective Alcohol Management)

WHO: Fans and the Community

WHAT: The Minnesota Vikings, MillerCoors and TEAM Coalition encouraged Vikings fans to participate in the designated-driver program at Mall of America Field by offering unique rewards. Fans who made the designated driver pledge had the unique opportunity to act as our celebrities of responsibility. Designated drivers received free souvenir photos with the campaign message as well. Additionally, the program partners invited fans to film their own RHIR responsibility messages during the pre season game against the Dallas Cowboys. Fans were filmed in front of a 10ft inflatable football and read a script from a teleprompter and received a copy of their message electronically. Fans messages may be selected to be included in a broadcast Public Service Announcement or stadium video board announcement.

WHERE: Mall of America Field at the Hubert H. Humphrey Metordome.

WHEN: Saturday August 27, 2011

Minnesota Vikings: www.Vikings.com

MillerCoors: MillerCoors is committed to ensuring that our products are marketed only to and consumed only by adults of legal drinking age. We strictly adhere to the Beer Institute Advertising and Marketing Code. We have adopted our own tough internal marketing compliance codes, and our retailer education efforts are industry-leading.www.MillerCoors.com

TEAM Coalition: an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service partners, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. www.TEAMCoalition.org

US DOT / NHTSA 2009 NATIONAL DATA:
  • In 2009, 10,839 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 7.4% from the 11,711 fatalities in 2008
  • Many, if not most of those lives would have been saved if people did not drive when they were impaired by alcohol or if they used sober, designated drivers or if they simply wore their seat belts.
  • Statistics and research clearly show that 21-34 year old males are the demographic most likely to be involved in an automobile crash, drive when impaired by alcohol, and fail to buckle up.
 

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