During the height of the COVID-19 vaccination rollout, numerous companies, states, and organizations introduced promotional programs to encourage immunization. These initiatives ranged from direct product giveaways and discounts to large-scale lottery drawings. The incentives were designed to reach a broad audience, offering rewards that appealed to different demographics, from food and beverage consumers to sports fans and shoppers. The availability of these offers often depended on geographic location, specific brand partnerships, and timely participation windows.
Many of the freebies were structured around showing proof of vaccination, typically a CDC-issued vaccine card, at participating locations. Other programs required individuals to register online or enter a drawing. The scope of these promotions varied significantly, with some national brands offering consistent rewards across the country, while others were limited to specific cities or states. For instance, some offers were exclusive to New York City residents, while others were available in Ohio or Oregon. The timeframe for these promotions was also limited, with many expiring in the summer of 2021.
The types of rewards included a wide array of products and services. Food and beverage items were among the most common incentives, with companies like Krispy Kreme, Shake Shack, Panera, and Chipotle participating. Other notable offers included discounts on merchandise from sports leagues, lottery-style cash prizes, and even cannabis products in certain regions. Additionally, transportation services like Uber and Lyft provided free rides to vaccination appointments to remove barriers to access. These collective efforts highlighted a widespread public-private partnership aimed at increasing vaccination rates.
Food and Beverage Incentives
A significant number of promotions focused on food and beverage rewards, targeting consumers with offers ranging from daily free items to one-time meal deals. These initiatives were often promoted by major restaurant chains and food brands, leveraging their widespread presence to reach a large number of people.
Krispy Kreme was one of the most prominent participants, launching a well-known offer for a free doughnut for anyone who showed their vaccination card. This promotion was available daily at participating locations. While popular, it also drew some criticism from health professionals concerned about promoting unhealthy food choices. Despite the backlash, the chain continued its promotion, and other restaurants followed suit with their own versions of vaccine rewards.
Shake Shack offered a promotion specifically for New York City residents. Through June 12, individuals who presented their CDC-issued vaccine card at any of the 25 Shake Shack locations in New York City could receive a free side of Crinkle Cut Fries with the purchase of any burger or chicken sandwich. Additionally, a separate offer was available for those vaccinated at one of the city's mobile vaccine clinics, who would receive a voucher for a free ShackBurger, while supplies lasted. This collaboration was announced by New York City Mayor Bill de Blasio.
Panera Bread provided a carb-heavy incentive for vaccinated customers. The chain offered one free bagel per day from July 2 to July 4. This offer did not require any other purchase, but it was only valid for in-person orders at bakery-cafe locations. Similarly, Chipotle offered a buy-one-get-one-free entree deal for vaccinated customers who brought a friend after 3 p.m. on July 6. Chipotle had previously shown its support for vaccination efforts by giving away 250,000 free burritos to healthcare workers.
Other food and beverage offers included a 10-cent beer promotion from Market Garden Brewery in Cleveland, Ohio. The brewery offered a beer for 10 cents to the first 2,021 people who presented a completed COVID-19 vaccine card. In Portland, Oregon, a bar called Vault 31 offered free Jell-O shots with proof of vaccination. In New York, Los Angeles, St. Louis, Memphis, Dallas-Fort Worth, and Phoenix, Unilever offered free popsicles and Klondike shakes at select vaccination sites on May 14.
Retail, Sports, and Sweepstakes Promotions
Beyond food and beverage companies, other sectors like retail, sports, and sweepstakes also launched significant incentive programs. These promotions often involved larger prize pools, such as cash, gift cards, or exclusive experiences, and were sometimes managed through online registration or lottery systems.
Walgreens offered a $25 incentive to encourage vaccinations. Customers who got vaccinated at a Walgreens store could receive $25 in Walgreens Cash if they had a myWalgreens account. Those without an account would receive a $25 Walgreens gift card instead. This offer was valid through July 3 and required an in-person appointment.
Several sports leagues partnered to offer incentives for vaccinated fans. The NFL announced a giveaway for 50 tickets to the Super Bowl in 2022, along with a 25% discount on merchandise at NFLShop.com. NASCAR offered tickets to the Daytona 500, and Major League Soccer provided a 30% discount on merchandise and an opportunity to attend the 2021 MLS All-Star Game. Some MLB teams also offered ticket deals for vaccinated fans.
Sweepstakes and lottery programs were another major category of incentives. Kroger, for example, launched its own vaccine lottery for individuals who received their COVID-19 vaccine at a Kroger or one of its family of stores. Participants could register for a chance to win one of five $1 million drawings. This was similar to Ohio's Vax-a-Million campaign, which offered vaccinated adults a chance to win one of five $1 million awards and vaccinated minors a chance at one of five four-year scholarships to an Ohio state school. An Associated Press analysis found that vaccinations in Ohio increased by 33 percent after the lottery was announced.
Instacart offered the "Get Vaxxed for Snacks Sweepstakes," providing a chance for free grocery delivery. Other incentives mentioned included free childcare, gift cards, and free flights as part of a national effort led by the White House to reach vaccination goals. AARP also noted that some states offered no-cost hunting licenses as an incentive.
Transportation and Other Unique Offers
To address logistical barriers to vaccination, some companies offered transportation services. Uber and Lyft both provided free rides to vaccination sites. This offer was available to customers and their family members who needed transportation to and from their appointments. However, it was noted that this service was not available in all areas, such as in Oregon, which was not in Lyft's service area for free rides at the time.
In the cannabis industry, a partnership between a cannabis company and a promotional group offered "Pot for Shot" promotions in certain areas. This involved providing pre-rolls to individuals who showed proof of vaccination. This type of offer was highlighted as an adults-only incentive.
Some employers also played a role in incentivizing their workforce. Companies like Tyson Foods and McDonald's offered workers up to four hours of paid time off to get vaccinated. Supermarket chains offered cash bonuses to employees who got vaccinated, with one chain noted to be offering $100 to each of its more than 225,000 employees.
Survey data suggested that these incentives were effective for certain demographics. A Blackhawk Network survey found that more than two-thirds of adults would accept a monetary incentive for vaccination, with one-third saying they would get vaccinated for $100 or less. Democrats were also more likely than Republicans to say that free goods or services would motivate them to get vaccinated, and millennials were the generation most likely to be motivated by freebies.
Conclusion
The landscape of COVID-19 vaccine incentives was diverse and extensive, involving a wide range of industries and offer types. From daily free doughnuts and burger sides to million-dollar lotteries and Super Bowl tickets, these programs were designed to appeal to a broad spectrum of the American public. The offers were typically time-sensitive and often required proof of vaccination, such as a CDC card, to be redeemed in person. While many of these specific promotions have expired, they represent a significant period of collaboration between the public and private sectors to promote public health.