From free beer to bitcoin: Australian incentives for getting a Covid-19 vaccine
The perks are piling up from some of Australia’s biggest brands. But you have to get vaxxed to get a slice of the pie. See list of amazing freebies.
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From free beer to bitcoin, discount vouchers and charity pledges, businesses are piling on the perks to encourage customers and staff to get vaccinated, and speed up their post-pandemic comeback.
While their impact may be up for debate, supporting the vaccination race is a savvy move for many companies, according to RMIT behavioural economist, Dr Meg Elkins.
“This is branding – aligning themselves with what they perceive to be the right side of the argument,” Dr Elkins said.
“It’s part political, but it’s business nous as well – the closer we get to vaccination targets, the more opportunities there will be for them.
INCENTIVES OR REWARDS?
Few have a greater vested interest in upping vaccination rates as the travel industry, and for Aussies keen to spread their wings beyond the health-mandated radius, deals are there for the taking.
Qantas is among the organisations weighing in on the vaccination race, offering discount vouchers, reward points and a major prize draw for vaccinated patrons, in one of the airline’s biggest ever giveaways.
Framed as a reward, rather than an incentive to get the jab, Qantas Group CEO Alan Joyce said the perks are about recognising those who have made the effort to protect themselves and the community: “Getting vaccinated is an important step that every Australian can take that brings us that little bit closer to life as we knew it,” he said.
“We have a clear vested interest in the success of the vaccine rollout.”
Tourism NT was the first Australian tourism body to roll out a vaccine incentive, offering up to $1000 off the cost of a holiday, while a Melbourne Airport competition is handing out $60,000 to spend on travel.
“With the tourism industry heavily impacted by the global Covid-19 pandemic and border restrictions, we’re encouraging Australians to come to the NT this summer and have the adventure of a lifetime,” said Tourism NT executive director of marketing, Tony Quarmby.
The food and beverage industry is heavily backing the drive, and beverage giant Lion is shouting double-vaccinated punters a free pint at participating venues.
It has also promised its jabbed staff an afternoon off to go to the pub, and is encouraging others business to do the same in its ‘Vaxxed to the Pub’ campaign.
According to Australian Hotels Association director of liquor and policing, John Green, the biggest carrot is simply having the freedom to get back out and socialise in our favourite venues – regardless of who picks up the tab.
“People are craving human contact,” Mr Green said.
“Being able to have a beer or schnitty at your local, the Monday after we get to that 70 per cent vaccination rate, is the greatest incentive I’ve seen.”
PRACTICAL OFFERINGS
For some businesses, promoting vaccination is about pragmatism more than perks.
Westpac was one of the first companies to establish employee vaccination hubs across NSW, with more on the cards.
“Westpac continues to strongly encourage employees to get vaccinated, which a recent staff survey indicates more than 90 per cent intend to,” said a spokesperson for the bank.
In the same vein, ride sharing platform DiDi has offered to shout a portion of trips to vaccination hubs and clinics for eligible passengers, while earlier in the year, Uber promised up to 10,000 free rides to help people with a disability, and their carers, to get vaccinated.
Comparison site Finder has covered several bases with its incentive package, providing leave for employees to get vaccinated, plus $5 of Bitcoin currency to any Australian who gets the jab.
The company is also appealing to the altruistically-minded, vowing to donate three vaccines to the developing world for every employee who gets vaccinated.
UNICEF’s VaccinAid campaign is a platform for many organisations to encourage their staff to get the jab for the greater good.
Bupa, Qantas and NAB are among those to join, pledging $5 for every employee to get the jab – equivalent to the cost of UNICEF administering a double-vaccination to some of the world’s most vulnerable people.
DO THEY WORK?
Now that Australia has reached the pointy end of the vaccination race, the final cohort could be the most challenging to get across the line.
“If you’re a low-tox wellness influencer, beer and doughnuts are not going to work for you,” said RMIT’s Dr Elkins.
However, incentives could have some cut-through among those who are largely ambivalent, according to Dr Elkins, helping them reframe the mental balance of what is lost and gained, whether that means the inconvenience of queuing up for a jab, or shouldering potential side effects.
“Overall, people respond more to what they’re going to lose rather than what they’ll gain,” she said.
“For most people, incentives are just a bonus, they’re not going to shift behaviour.”
UP FOR GRABS, WITH JABS
Jabbed up and ready to celebrate the end of lockdowns? Here are some incentives making freedom taste even sweeter.
FOOD AND DRINK
■ Marrickville craft brewery, Batch Brewing Co has concocted a limited-edition ‘freedom day beer,’ called Together Ale, for vaccinated club-goers. A joint effort with beverage giant Lion, the brew will be on the house for vaccinated patrons in Clubs NSW venues. clubsnsw.com.au
■ Lion is also shouting a free Furphy beer at participating watering holes, up until December 31. The offer can be redeemed via Myy App. furphybeer.com.au/vaxxed
■ Celebrity chef and restaurateur Luke Mangan wants to raise a toast to his patrons when they return to his venues, and took to Twitter to offer a free glass of wine for those who can show proof of vaccination. lukemangan.com
■ Uber Eats has promised a sweetener to the first LGA of concern to reach 80 per cent double vaccination, in the form of a $20 discount on dessert orders. The offer will be available through partners that identify as a ‘dessert store’, with a discount code to be activated for three days, from the Friday after the target is hit. ubereats.com
Travel
■ Qantas frequent flyers have a choice of three incentives as a thank you for getting jabbed, either 1000 points, $20 off Qantas or Jetstar flights, or 15 status credits. They’ll also go into the draw to win one of eight major prize packages, with one winner from each state to receive a year’s worth of flights, Accor hotel stays and fuel from BP. qantas.com
■ As travel bugs eagerly await being able to venture abroad, Luxury Escapes is dangling a carrot to start booking. ‘Vaccine Vouchers’ through the travel site provide $200 off international escapes, for a limited time, with proof of vaccination. luxuryescapes.com/au/vaccine-vouchers.p1
■ Australians have another reason to tick a Top End trip off their bucket list, with Tourism NT offering discounts of up to $1000 on holiday packages. Double-jabbed tourists will get $200 off every $1000 spent on flights, accommodation, tours, attractions and/or vehicle hire.
northernterritory.com/promotions/summer-sale
■ Melbourne Airport is giving six holiday-makers $10,000 each in cash to spend on travel, with winners selected each month until the end of the year. Proof of vaccination is required for entry, along with a brief sentence or video explaining why and where they’d like to fly. melbourneairport.com.au/win
ENTERTAINMENT
■ Free tickets to see Snoop Dogg, Lorde, Dua Lipa and more, are up for grabs in the ‘Vaxstage Pass’ competition. The five winners will receive double passes to one performance of every show promoted by Frontier Touring. vaxstagepass.com.au/
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Originally published as From free beer to bitcoin: Australian incentives for getting a Covid-19 vaccine
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