We had celebrities go undercover as Lyft drivers. It got a lot of press.
We started with Jerry Rice in San Francisco and followed with Cubs pitcher Chris Bryant in Chicago, and after huge earned media fanfare, Lyft continued to do dozens more undercover activations with celebrities across the country.
The campaign also celebrated other every day hero Lyft drivers and passengers. We shot and interviewed over 25 real Lyft users and asked them to answer one question – Why I Lyft.
The result was an authentic and decidedly non corporate OOH and digital campaign, with headlines and stories inspired by real Lyft users.
