E! Entertainment runs mobile campaign with Diddy, Ciroc vodka

By Giselle Tsirulnik

August 25, 2008

Driving awareness

The E! Entertainment network, Sean "Diddy" Combs and Ciroc Ultra Premium Vodka have teamed up for a public action campaign to encourage responsible drinking.

The E! "Drive Safe Campaign" is publicized on the cable network via television spots featuring performers and actors such as Diddy, Eva Longoria, Tommy Lee, Wilmer Valderrama, Gabrielle Union, Hugh Heffner's girlfriends from "The Girl's Next Door" and personalities from the "The Daily Ten."

"In terms of strategy, we came on this idea because of trying to be good citizens in the community," said Stephen Earley, senior vice president of integrated marketing at E! Entertainment, Los Angeles.

"This effort also aims to support our celebrity friends is positive way, with a campaign generating awareness of driving safely," he said.

The TV commercials ask viewers to text the keyword Drive Safe to 37373 to receive taxi information in their area.

This aspect of the campaign provides viewers with a resource to make a positive social change.

The message of the campaign goes beyond just saying "Drunk driving is bad." It actually provides a real solution for viewers to enjoy their social lives, but in a safe way.

E! teamed up with Diddy and Ciroc Vodka because both share a passion for generating awareness on this issue.

In 2006, there were 13,470 fatalities in crashes involving an alcohol-impaired driver, according to Alcohol Alert, an organization focused on driving awareness about the dangers of driving drunk.

A whopping 16,005 people were killed nationwide in alcohol-related motor vehicle traffic crashes where the driver's blood alcohol level was .01 or higher.

Alcohol Alert also found that in 2006, 1,794 children ages 14 and younger were killed in motor vehicle crashes.

In fatal crashes in 2006, the highest percentage of drivers with a blood alcohol level of .08 or higher was for drivers ages 21-24 (33 percent), followed by ages 25-34 (29 percent) and 35-44 (25 percent).

"I think from our perspective we wanted it to be a little more than a public service announcement," said David Wideroe, vice president of marketing solutions and branded entertainment at E! Entertainment.

"The first step is creating awareness," he said. "The second step goes beyond that and asks them to take action."

The campaign will run for the rest of the summer.

The target demographic is individuals ages 25 and up.

"With all the recent negativity our industry faced in terms of drunk driving, we wanted to take a positive stance to show our commitment," Mr. Earley said.

Comments on "E! Entertainment runs mobile campaign with Diddy, Ciroc vodka"

1. sam wize says:

   December 27, 2008 at 10:24pm

   The Ciroc 1 Million Dollar offer
   
   There’s only one day a year when the world collectively parties together, New Year’s Eve and the Time Square ball drop in NY is one of the premier locations for bringing inn the new year! For countless years brands like Korbel Champagnes and Waterford crystal have positioned themselves as the official Champagne and New Year ball crystal of the Times Square celebration all in hopes of capitalizing on the unique marketing opportunity. Although Champagne is the common celebratory libation of choice to ring in the New Year, Diddy and Ciroc are trying to change the tradition to include their “ultra-premium vodka.”
   The constantly evolving marketing machine that is Diddy is offering the Mayor and City of New York $1 Million Dollars to change the New Years Eve Ball to Ciroc Blue. Although Diddy admits the proposal is a publicity stunt to help brand Ciroc to the New Years Party crowd, he does say that he just wants the color to be changed, no logo. I guess given these hard economic times people might just feel the need to sip on something a bit more stiff than the traditional bubbly. Diddy doesn’t pose a specific use for the contribution but suggest using it to build parks, improve schools or for foreclosure “bailouts.” As yet there hasn’t been a response from the Mayors office.
   In addition Diddy goes on to announce that the Ciroc street team in conjunction with the New York City Taxi & Limousine Commission will be handing out $15 taxi cab vouchers to New York party goers to make sure they get home safe.
   
   http://www.youtube.com/watch?v=X6je14Di-pU