During 2021, New York State and various private businesses implemented a series of incentive programs designed to encourage residents to receive the COVID-19 vaccine. These initiatives ranged from government-sponsored lottery drawings and free access to state parks to private-sector giveaways including food, beverages, and event tickets. The programs generally required participants to either receive their vaccination at a specific location or present valid proof of vaccination to redeem the offer. While the majority of these offers were time-sensitive and expired in 2021, they represented a significant coordinated effort between public officials and private entities to increase vaccination rates.
State-Run Incentive Programs
The New York State government launched several high-profile campaigns to incentivize vaccination. Governor Andrew Cuomo announced a raffle for 50 four-year scholarships to any public college or university in the state, specifically targeting the "youthful and the doubtful" demographic. Additionally, the state offered "vax & scratch" lottery tickets at 10 state-run mass vaccination sites. These were Mega Multiplier scratch-off tickets with a retail value of $20, offering recipients a 1 in 9 chance of winning cash prizes, including a top prize of $5 million.
In a campaign dubbed "a shot in the park," the state offered free passes granting access to any of New York's 16 state parks to anyone who received a vaccine at a state park vaccination site. Other transportation incentives included a partnership with the MTA, which provided a free 7-day MetroCard to individuals who received their single-dose vaccine at one of eight subway station vaccination pop-ups.
Food and Beverage Incentives
Numerous food and beverage chains offered free items to vaccinated individuals. Krispy Kreme provided one free glazed doughnut per day through the end of 2021 to customers showing a valid vaccination card at any participating U.S. location.
Shake Shack participated with multiple offers: * Free Fries: Through June 12, customers showing a vaccination card at NYC locations received free Crinkle Cut Fries with the purchase of a burger or chicken sandwich. * ShackBurger Voucher: While supplies lasted, individuals vaccinated at an NYC mobile vaccination bus received a voucher for a free ShackBurger. * Mayor’s Endorsement: Mayor Bill de Blasio publicly promoted the Shake Shack collaboration during a press briefing.
Other food and beverage incentives included: * Juniors: Through Memorial Day, the Downtown Brooklyn location (Flatbush Ave. and Dekalb) offered a free mini cheesecake (1.5 oz) with proof of vaccination. * Unilever: On May 14 only, Unilever offered free popsicles and Klondike shakes at select vaccination sites in New York, Los Angeles, St. Louis, Memphis, Dallas-Fort Worth, and Phoenix. * New Jersey "Shot and a Beer": Governor Phil Murphy offered a free beer at several local breweries for anyone who got their shot in May.
Sports and Entertainment Incentives
Sports teams and cultural institutions offered tickets and admission to encourage vaccination. * Yankees and Mets: The Yankees offered complementary tickets to those vaccinated at Yankee Stadium. The Mets provided vouchers for two tickets to future games for those vaccinated at Citi Field. * NYC Attractions: Mayor Bill de Blasio announced that several attractions would offer free tickets after vaccination, including: * NYC Aquarium * Brooklyn Botanical Garden * Bronx Zoo * Lincoln Center * Brooklyn Cyclones * NYC Ferry * Public Theater * American Museum of Natural History: Free future admission was offered to those vaccinated under the whale exhibit.
National Private Sector Incentives
Several national companies offered incentives available to vaccinated individuals across the country, including New York residents. * Kroger: Offered a vaccine lottery with five $1 million drawings for people vaccinated at Kroger or its family of stores. * NFL, NASCAR, and MLS: The NFL offered a chance to win Super Bowl tickets in 2022 and a 25% discount at NFLShop.com. NASCAR offered Daytona 500 tickets, and MLS offered a 30% discount on merchandise and a chance to attend the 2021 MLS All-Star Game. * MLB: Some MLB teams offered ticket deals for vaccinated fans.
Eligibility and Redemption Requirements
The documentation indicates that most offers required specific actions to redeem: * In-Person Vaccination: Many offers, such as the state lottery tickets, MTA MetroCards, and Unilever treats, required receiving the vaccine at a specific location (e.g., state mass vaccination sites, subway pop-ups, or mobile buses). * Proof of Vaccination: Food and beverage offers (Krispy Kreme, Shake Shack, Juniors) and general admission offers (museums, zoos) required the presentation of a valid CDC-issued vaccination card or proof of vaccination at the point of sale or entry. * Geographic Restrictions: Several offers were explicitly limited to New York City or New York State locations (e.g., Shake Shack NYC locations, Yankees/Mets games, NYC attractions). * Time Sensitivity: Most offers had strict expiration dates, such as Shake Shack's June 12 deadline or Unilever's May 14 event.
Conclusion
The provided source material documents a multifaceted incentive campaign executed in New York during 2021. The strategy combined government-sponsored financial and educational incentives (lotteries, scholarships, park access) with private-sector product giveaways (food, drinks, tickets). The programs utilized a mix of on-site vaccination requirements and proof-of-vaccination redemption methods. While these specific offers have largely expired, they serve as a historical example of how public-private partnerships were utilized to drive public health goals.