Turning the goofy moustachioed rideshare into an experience based brand serving surprise and delight on the daily
Webby Nominee: Best Social Activation
Lyft had a clear branding problem. Folks appreciated the friendly vibes, but were turned off from having to jump into a car with a fluffy mustache.
Our goal was to evolve Lyft to an experience based brand, shifting from friendly to entertaining: a brand that stood for surprise and delight, still rooted in a sense of community.
Enter Lyft Ride Modes, the most successful program in the company's history, and a massive press darling. Working internally with a creative/production team of three, we made big noise during cultural moments and through entertainment partnerships.
Here's three of my favorites.
#GhostMode
The launch of an all female Ghostbusters was big news: and a perfect fit for Lyft's new vibes. 50 replica rides in the iconic Echo hearse were available across the U.S.
Custom in-app graphics and in-ride experiences brought even more strange to the neighborhood. For launch, Sony Pictures lent us a movie car to burn out to Gesaffelstein’s Hellifornia.
#StrangeMode
Continuing the theme of partnering with the hottest entertainment properties of the moment, we paired with Stranger Things to take users on a ride they'd never forget.
#HorrorMovieMode
Capitalizing on millennial's love for fright night flicks, we gave riders the chance to make their own horror film in a Lyft ride.
Working with the team from Five Second Films, riders all over the country selected from hundreds of scripts, or in-car directors worked with their costumes to concept a custom story. We'd shoot in under :15 minutes, a home base editorial team would then edit in another :15. Posts to Lyft's channels tagged riders for reposting on their own socials.
