LYFT

Car-nival Games

Lyft is one of the most popular rideshare companies throughout every major city in the US and Canada and Uber's #1 competition. They tapped our team a month out from the Bumbershoot Festival in Seattle in need of help combating Uber's official partnership of the festival. Additionally, they wanted the idea to be able to transported to other events throughout the region and live on as a community engagement tool to increase brand awareness at events.

With a tight timeline and deep love for the brand, I partnered closely with the client and led our internal team through strategic positioning of a surround strategy. We may not have been inside of the festival like Uber, but we could capture everyone going and leaving by surrounding the event. We then needed an engaging, exciting activation to grab their attention. This led to the creation of “Car-nival Games”, carny style games for event attendees to win free rides and other prizes. Additionally, we hooked drivers up with Lyft Car magnets to see the branding surrounding the event and Lyft drivers everywhere.

The result was a smash hit!

17% increase of rider activations year over year (and the previous year Lyft was the official partner)
The channel activation was also leveraged and replicated nationally

Throughout this partnership, I led the team and client through the following services