RADD & Jack Daniel's Rock Sunset Strip Music Festival with Responsible Drinking Message
This year's Sunset Strip Music Festival (SSMF) was a hit with fans, drawing 18,000 to the vibrant, multi-day music event where they experienced upbeat responsibility messages from RADD and its longtime supporter, Jack Daniel's.
RADD, "the entertainment industry's voice for road safety," an internationally recognized non-profit organization, teamed up with Jack Daniel's at a shared booth to remind fans to drink responsibly and always plan ahead with a designated driver or a cab. The interactive exhibit engaged visitors with three levels of activities and incentivized them to share the message via social media. More than 5,000 visitors passed through the RADD-Jack Daniel's booth at SSMF on Saturday, August 3 between 3 p.m. and 11 p.m.
Guests who were 21 years or older took part in activities and message outreach which included an alcohol/driving quiz, photo wall and registration to follow RADD - all for various prizes donated to RADD by Jack Daniel's. Almost 4,000 adults played RADD's "Cash Cab-type" alcohol trivia game in the RADD Car, a wrapped Scion xB donated to RADD by Toyota Motor Sales, U.S.A. Another 3,000 posed for photos and videos shot with their own phones in front of the RADD logo wall. As they posed, guests were prompted to give a RADD "shout out" like "Friends Don't Let Friends Drive Drunk ....Do You?" and share the message with friends and family through their social media channels.
Thanks to the support of Jack Daniel's at SSMF, RADD's social media improved in outreach and demographics. SSMF performer Asher Roth dropped by the booth and tweeted to RADD, "@RADDCard @SSMF fo sho! Drink responsibly."
A total of 5,000 bandanas, 4,000 key chains and 3,000 RADD Designated Driver Cards were distributed to festival-goers. Guests who signed up on the RADD social media list earned a RADD "...Do You?" hat with an embroidered Jack Daniel's patch.
About RADD: RADD, (formally known as Recording Artists, Actors and Athletes Against Drunk Driving), empowers media partners, celebrities and socially conscious supporters to create positive attitudes towards road safety and promotes risk-intervention strategies to avoid driving impaired. Incorporated in 1986 as a 501 (c3) nonprofit, RADD delivers messages that are non-judgmental and positive. Best known for the iconic "Friends Don't Let Friends Drive Drunk," campaign, RADD is a proud two-time recipient of the U.S. Department of Transportation's prestigious Public Service Award and a Governors' Highway Safety Association honoree. Learn more about RADD on Facebook or Twitter or visit http://www.radd.org/index.php.