Seasonal marketing lands better when it solves a problem people already feel. Espolòn Tequila, part of Campari Group, timed a new program called Espolòn Fare Share to Halloween, offering to cover part of the surge pricing that ride-hailing platforms charge on busy nights.
The program runs through Nov. 1. Consumers who use a ride-hailing service such as Uber or Lyft during qualifying hours can submit their receipt, and the brand will cover 50% of the fare, up to $25. Details sit on a dedicated landing page.
Halloween is a period when alcohol consumption typically jumps. According to data cited by the brand, ride-sharing costs in major cities rose to eight or nine times the normal fare last Halloween. Espolòn is addressing the moment when high prices push people to stay home or choose a less safe way back.
Espolòn is amplifying the effort through earned media, creator partnerships and bar and restaurant signage, plus in-person activations at Halloween and Día de los Muertos celebrations in Los Angeles, New York City, Dallas, Houston and Austin.
Frustration with surge pricing has been building, with reports questioning what data informs those prices. In August, the FTC proposed an enforcement policy against surveillance pricing, the practice of using personal data to set individualized prices, though popular platforms have denied doing so.
The program builds on “Ride the Rooster,” the global campaign Espolòn launched in August to dramatize its stance against exclusivity. Others in alcohol have taken a similar line, including Heineken, which promotes in-person connection through its “Fans Have More Friends” platform.
Every holiday has a pain point: transport, waiting, price spikes. When a brand removes friction on the path to enjoying its product, it is remembered longer than a coupon. If you're planning Halloween work, also see Reese's Hunts for the ‘Trick-or-Treatiest Street’ in America — A Halloween Campaign Judging 150 Streets.
A great offer is useless if nobody hears about it. Espolòn promotes Fare Share in the bars, restaurants and events where drinking actually happens, and lets creators carry it further. For turning live moments into social content, read Experiential Marketing Is a Social Content Shoot — Gary Vaynerchuk’s ‘Relevance Barbell’ With Target and JPMorgan Chase.
Through Nov. 1, people who use ride-hailing during qualifying hours can submit receipts and get 50% of the fare back, up to $25.
Alcohol consumption rises around Halloween, and the brand cites data showing big-city ride fares hit eight to nine times normal last year.
Through earned media, creators, bar and restaurant signage, and Halloween and Día de los Muertos events in five U.S. cities.
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