Drinkers are being encouraged to explore bars and pubs across London through a campaign by Heineken offering free cab rides.
Anyone who buys a pint of Heineken beer between 6pm and 10pm on the first Saturday of each month in a participating venue receives a free branded wallet that encourages them to take part.
They enter their details and location via the web while in one of the outlets for a chance to win a free Star Cab journey across London to another venue.
Winners will also be given a map so they can explore the surrounding area with access to a variety of Heineken recommended outlets.
It launches today (August 2) as part of Heineken’s “Open Your City” campaign that is designed to inspire consumers to break their routine and venture across London.
Star Cabs is being run in conjunction with 30 partner bars and pubs across seven London neighbourhoods on the first Saturday of every month until the end of the year.
They include Electric Social in Brixton, The Jam Tree in Clapham, Portobello Star in Notting Hill, The Angelic and Slim Jim’s Liquor Store in Islington, The Golden Bee. Floripa, Cornershop, McQueen and Bedroom Bar in Shoreditch, Zigrid von Underbelly in Hoxton, and The Cuban and Lockside Lounge in Camden.
Awareness of the activity is being raised through a combination of outdoor advertising at bus stops, tube stations and as part of the “London Unlocked” print campaign in the Metro newspaper. These tactics drive consumers online to find out more information about the project and participating outlets at http://www.heineken.com/gb.
Andrew Turner, on-trade category and trade marketing director at Heineken UK, said: “As part of our commitment to helping our trade customers to grow their business, we constantly strive to engage consumers with our brands, but also drive footfall and sales in outlet.
“The Star Cabs project showcases both the premium experiences that choosing Heineken can unlock and the wide variety of exciting outlets in London where Heineken is available.”