Red Bull teams up with Cargo to hand out free drinks to rideshare passengers during Super Bowl

Red Bull has struck a timely partnership with Cargo, a startup that provides Uber and Lyft drivers with products they can sell to passengers and make a profit from.

Cargo, which currently operates in New York, Boston and Chicago, is marking its launch in Minneapolis by teaming up with Red Bull, which is hosting its annual Crashed Ice skating event in the city this weekend.

Considering Minneapolis will also be hosting the Super Bowl next month, Red Bull is using the opportunity to launch a “in-car product sampling campaign” with help from Cargo. For a limited time, rideshare drivers in Minneapolis equipped with Cargo’s box - which includes things like Altoids, Kind Bars and Advil - can give away complimentary Red Bulls to riders.

Cargo makes money by selling products to passengers and giving away free items that brands pay the company to distribute. Passengers pay for products by visiting Cargo’s mobile website and entering their driver’s code. Cargo pays drivers a 25% commission on each paid sale plus a $1 base commission for every passenger that orders something from a Cargo box, meaning drivers still get paid even when someone chooses one of the free offerings.

“Cargo’s in-car and digital platform introduces a new consumer touch point for brands. Our goal is to identify brands and products that resonate with passengers so that we can deliver the best in-car experience,” said Sabina Rahaman, director of brand partnerships and merchandising for Cargo, in a statement. "Our campaign with Red Bull gives us the opportunity to surprise riders with a complimentary Red Bull energy drink in-car on the way to the game or headed out to meet friends for the Red Bull Crashed Ice event.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.