Brands Encourage COVID Vaccine With Digital Promotions & Giveaways

May 25, 2021 Carolyn Harding

Shutterstock_1814780717 Man with face mask getting vaccinated, coronavirus, covid-19 and vaccination concept.

“Business as usual” is a phrase consumers and brands have been patiently waiting for since the onset of the coronavirus pandemic. With the vaccine rollout in full swing in the U.S. and people across the globe taking the necessary steps to obtain “normal” life, brands like Krispy Kreme, Budweiser, McDonalds and Drop are encouraging consumers to get vaccinated through digital promotions and campaigns.

Krispy Kreme Dishes Out Free Doughnuts To Encourage Vaccinations

Krispy Kreme was among the first of the major brands to release a promotion incentivizing consumers to get vaccinated, offering free glazed doughnuts to all customers who show valid vaccination cards for the remainder of 2021. With 1,400 locations across the globe, the doughnut chain is likely to lure in consumers, expand its customer base and boost its already strong brand affinity. Krispy Kreme promoted the free doughnut giveaway for vaccinated consumers across its social channels, including its Instagram and Twitter pages, which have more than 1.8 million and 350,000 followers respectively.

In addition to the free doughnut promotion, Krispy Kreme also announced it would be delivering doughnuts to select U.S. vaccination centers and offering its employees “up to four hours of paid time off each to help encourage and enable their COVID-19 vaccinations, furthering the safety of team members and guests,” according to the doughnut brand’s official press release.

Budweiser Pays For The First Round Of Beer To Encourage Vaccinations

Budweiser’s recent “Reunite with Buds” vaccination effort included a free beer giveaway for vaccinated customers. Participants were asked to upload proof of their vaccinations (selfies with their vaccination stickers or something similar) to the ABeerOnBud.com microsite. The first 10,000 submissions to the “Reunite with Buds” giveaway were gifted  $5 debit cards for their “first rounds” of beer. Consumers were also encouraged to join Anheuser-Busch’s “My Cooler” loyalty program when visiting the promotion site. The Budweiser beer giveaway advertising efforts included a revamped version of the beer brand’s original “Reunited with Buds” commercial, with the updated spot featured across Instagram, Twitter and Facebook, and accumulating more than 3 million views on YouTube.

McDonald’s Goes Big With Presidential Partnership To Encourage Vaccinations

McDonald’s is investing heavily in encouraging vaccinations, teaming up with the Biden Administration to connect with consumers across the U.S., raise awareness and share valuable vaccine-related information. “The initiative will begin later this month with the debut of COVID-19 vaccine information from trusted third parties on [the] McDonald’s billboard in Times Square,” McDonald’s noted in its official press release. In the coming months, McDonald’s will also begin producing custom seal stickers on the hot McCafé coffee cups and delivery packaging through McDelivery, with the goal of driving customers to the vaccines.gov website to find additional information on COVID-19 and available vaccine appointments in their area.

The Drop App Trades Selfies For Cash Rewards To Encourage Vaccinations

Rewards platform Drop launched its #DropCOVID campaign in April, giving out cash rewards toward top brands like Uber, DoorDash and Amazon. Interested consumers visited the #DropCOVID landing page for an easy step-by-step guide on how to enter. Consumers were asked to take selfies when getting vaccinated and share the photos to Instagram with the #DropCOVID hashtag, @JoinDrop profile tag and user location. From there, participants downloaded the Drop mobile app, linked their debit or credit cards and were sent unique codes valid for cash reward. The Drop giveaway was open to the first 20,000 submissions, with the first 10,000 earning $50 and the following $10,000 receiving $20.

While the share of U.S. adults that have received the COVID-19 vaccine is growing, there are still many Americans yet to get their first shots. Major brands with large platforms and influence over consumers, like Krispy Kreme, Budweiser, McDonalds and Drop, are helping to open the U.S. economy and protect the health of our communities by educating people about the COVID-19 vaccine, raising awareness of how and where to get the vaccine and encouraging people to become vaccinated — for themselves and others.

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About the Author

Carolyn Harding

Carolyn Harding is an Associate Manager of Communications at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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