U drink, we drive
While Uber has had many recent legal troubles, it's safe to say the ride-sharing company has been a game changer in the world of transportation. Ride sharing has become especially relevant to young people looking to get to and from home for a night on the town. Uber recently set up an "Uber Safe" kiosk in Toronto that breathalyzed participants and offered them free Uber rides home if their BAC was too high to drive.
This was brilliant on Uber's part. This promotional stunt gained earned media while earning the trust of many potential customers that will likely use Uber again.