JUNE, an animated short film by Academy Award-winner John Kahrs, tells the story of a lonely widow in historic South Chicago who is inspired to start sharing rides — and sharing her life, too. The film features the original song "Movin," written and performed by Lyft driver-turned-recording artist Sir the Baptist, who launched his music career after a connection with a Lyft passenger.
There’s a choice within ridesharing. A good one, and a not-so-good one. This campaign, DRIVE ON THE BRIGHT SIDE, highlighted LYFT’S benefits through the eyes of the other guys — an unfortunate assemblage of executives who can’t understand how a company can win by treating people better.
For Pride 2017, Lyft highlighted the story of the first LGBTQ+ rights protest that helped spark a nationwide movement. We collaborated with critically acclaimed documentary filmmaker Cheryl Dunn to tell the story of Alexei Romanoff and the Black Cat Tavern Protest of 1967. The full Pride campaign included an integration with Lyft's Round Up & Donate feature, allowing passengers to donate to the Human Rights Campaign with each ride. Additionally, a printed zine featuring LA's current LGBTQ+ activists was placed in Lyft cars during Pride weekend.
Partnering with Sony Pictures, LYFT introduced GHOST MODE offering free Ecto-1 rides in major cities across the US. Passengers could toggle into Ghost Mode in the Lyft app to request these special rides, which featured cars from the "Ghostbusters" reboot and replicas. Riders also enjoyed in-car swag like Hi-C Ecto Coolers and Ghostbusters-themed Twinkies.
Can there be a gang for good? Using humor to engage users and encourage giving, LYFT launched a campaign featuring comedian Fortune Feimster to promote its initiative, ROUND UP & DONATE, which allows passengers to donate to the charity of their choice during rides.
To celebrate Halloween and the new season of STRANGER THINGS, LYFT partnered with NETFLIX and special effects experts to create STRANGE MODE. Passengers would enter a normal Lyft car, but along the way, Strange Mode would activate, turning the ride into a paranormal experience. The car moved through a sequence of effects including radio static, rumbling chairs, a Demogorgon hand pressing through the ceiling, and even the driver vomiting a slug. The experience ended in a mysterious location, where the car was approached by people in white hazmat suits who rewarded the passenger with an Eggo waffle. Passengers experienced Strange Mode through video content, in-app graphics, or, for some, as the scariest in-person Lyft ride of their lives.
When LYFT launched, it took a bold bet on the power of community, challenging the status quo with the radical idea of strangers sharing rides. Hundreds of millions of rides later, Lyft has proven that it can improve transportation and people's lives, envisioning a future with less traffic, less pollution, and more green spaces, built around people instead of cars.
RIDING IS THE NEW DRIVING campaign declared LYFT as a better way forward in a world of traffic congestion, parking hassles, DUIs, distracted drivers, and expensive repairs.
UNDERCOVER LYFT is an award-winning YouTube series in which athletes, musicians, and actors get into the driver's seat to surprise unsuspecting Lyft passengers. It was designed to create a cultural moment and give the public another way to interact with the Lyft brand by showcasing memorable in-car experiences and collaborating with celebrities who embody Lyft's fun DNA. Each episode highlighted Lyft's core pillars of fostering relationships between passengers and drivers and creating a unique, playful experience, leading to significant media coverage and positive brand reactions. The series boosted brand awareness and engagement, with over 73 million views across social channels, 1,000 press articles, and significant increases in key brand metrics and ride numbers.
