Election Day 2018 presented a unique landscape of promotional offers designed to facilitate voter participation and reward civic engagement. Unlike previous election cycles, the availability of large-scale, national food freebies was notably reduced, largely due to legal considerations regarding federal election laws. Federal statute prohibits offering items of value in direct exchange for proof of voting when federal candidates are on the ballot. Consequently, many businesses shifted their strategies toward providing logistical support, such as free transportation to polling places, or offering general discounts and freebies available to anyone, regardless of voting status. These initiatives aimed to remove barriers to voting, particularly transportation challenges, while acknowledging the civic importance of the day.
Transportation and Logistics Support
A significant focus of Election Day 2018 promotions was on ensuring voters could physically reach their polling stations. Several transportation networks and ride-sharing services offered discounted or free rides.
Ride-Sharing and Scooter Services National ride-sharing platforms provided substantial discounts to assist with travel to and from polling locations. Lyft offered a 50% discount on rides across the country, with specific codes such as "VOTEMD2018" applicable in Maryland. Additionally, Lyft announced initiatives to provide free rides to underserved communities facing significant transportation obstacles. Uber offered targeted discounts, including $10 off a single ride to the polls in some markets and $20 off for first-time riders using the code "VOTE TODAY."
Micro-mobility services also participated. Lime encouraged voters to use its e-scooters by providing the code "LIME2VOTE18" to unlock the fleet for free rides to voting locations. Bike-share programs were heavily involved, utilizing specific promotional codes. Motivate programs across various cities used the code "BIKETOVOTE." Specific systems included Divvy (code "VOTE18"), BIKETOWN in Portland (code "BIKE2VOTE" for 30 minutes free), and Citi Bike in New York (code "BIKETOVOTE").
Public Transit and Local Shuttles Several municipal and regional transit authorities offered free fares on Election Day to encourage public transit use for voting. * Los Angeles: The Metro system offered free rides. * Houston: The Metro system offered free rides. * Columbia, South Carolina: The COMET bus service offered free rides. * Greensboro, North Carolina: The Greensboro Transit Authority offered system-wide free fares. * Lansing, Michigan: The Capital Area Transportation Authority (CATA) offered system-wide free rides, requiring passengers to present a valid voter registration card upon boarding. Spec-Tran, Redi-Ride, and Rural Service trips required scheduling by 5 p.m. the day before the election. EATRAN in Eaton County provided transportation to and from all Eaton County election polls.
Vehicle Rental and Car Services Some traditional car rental or car-sharing services offered incentives. A code for a free day pass for most Motivate programs was "BIKETOVOTE." In Portland, BIKETOWN riders could use code "BIKE2VOTE" for 30 minutes of free ride time.
Food and Beverage Promotions
While fewer national chains offered free food solely for showing an "I Voted" sticker due to legal restrictions, many businesses provided discounts or free items available with purchase or through general participation.
National Food Chains * Baked by Melissa: Shoppers could visit a store to get a free cupcake with an "I Voted" sticker. Online orders received 10% off on Tuesday and Wednesday using promo code "IVOTED2018." * Bobo’s: The brand offered a coupon for a free vegan, gluten-free oat bar. To receive the coupon, users had to tag @eatbobos on social media (Facebook, Instagram, or Twitter) and use the hashtag #GetOatTheVote. * California Tortilla: Customers could say "I Voted" to receive a free order of chips and queso with any purchase (in-store only). * Capriotti’s Sandwich Shop: Showing a voting sticker earned $1 off any sub. * Chameleon Cold-Brew: The brand offered a voucher for a free 10-ounce Chameleon Cold-Brew when posting a selfie with an "I Voted" sticker on Instagram. * Chuck E. Cheese's: The restaurant offered a free personal pepperoni pizza with the purchase of any other pizza. Customers were to mention they voted or use coupon code #5253. * Firehouse Subs: A free medium drink was available by showing an "I Voted" sticker. * Krispy Kreme: Participating locations offered a free doughnut upon showing an "I Voted" sticker. * Noodles and Company: Customers could vote for their favorite mac and cheese on the company website to receive a "Buy One, Get One" coupon. No sticker was required. * Potbelly Sandwich Shop: A free cookie was available upon request. * Schlotzsky’s: The chain offered a "Buy One, Get One Free" coupon for mac and cheese with code 4207. * Shake Shack: Free fries were available with any purchase. Customers could show an "I Voted" sticker or redeem the code "ivoted" in the chain's app. * 7-Eleven: A free cup of coffee was available through the 7-Eleven mobile app.
Regional and Local Food Offers * Bob Evans: A 30% discount on entire dine-in or carryout orders was available via a specific coupon. * HopCat (East Lansing, MI): Free Crack Fries were served all day with a purchase (dine-in only, limit one per customer).
Other Services and Discounts
Beyond food and transit, other sectors offered incentives to support voters.
Childcare Services The YMCA offered free child care services to parents needing to drop off their children while they went to vote. This was available at "The Y" at certain locations.
Alcohol and Grocery Delivery * Drizzly: The booze-delivery app offered $10 off orders for new customers in Maryland using the code "Election 10." * OrderUp: Users could get $3 off an order using the code "VotePizza" or "VoteTacos."
Legal Context and Strategy
The nature of Election Day 2018 deals was heavily influenced by federal election law. As noted by Rick Hasen, a law professor at UC Irvine, it is illegal in elections with federal candidates on the ballot to offer free items in exchange for proof of voting. This legal restriction led to a shift in promotional tactics. Businesses found ways to offer value by: 1. Removing the "Proof" Requirement: Offering free items to anyone who asks, rather than strictly requiring an "I Voted" sticker. 2. Focusing on Logistics: Prioritizing free or discounted transportation over food freebies. 3. Social Media Engagement: Requiring social sharing or tagging rather than physical stickers (e.g., Bobo’s, Chameleon Cold-Brew).
For example, the Field Museum in Chicago initially required a voting sticker for free admission but changed the offer to free admission for anyone in Illinois to comply with regulations.
Conclusion
Election Day 2018 marked a strategic pivot in how brands engaged with the civic process. Driven by the legal complexities of federal election laws, the focus shifted from direct "vote-for-food" incentives to broader support mechanisms. The most prominent features of the day were extensive transportation discounts and free rides from ride-sharing companies, bike-share programs, and municipal transit authorities, aimed at reducing logistical barriers to voting. Food and beverage offers were available but structured as general promotions or required social engagement rather than direct proof of voting. These efforts collectively highlighted a corporate commitment to facilitating voter participation while navigating a strict regulatory environment.