Brand Strategy

In a commoditized market, brand is the only true differentiator and cultural relevance is key. As a budget constrained challenger brand, Lyft was scrappy and we focused on creating cultural moments celebrating irreverence, joy, and inclusion. The traditional, and what I’d call easy way to stay relevant is to buy-your-way into the zeitgeist through $50M brand campaigns with A-list talent. We never had those budgets, yet repeatedly broke-through, garnering billions of earned media impressions and social shares.

Culture & Entertainment

At Lyft I was heavily involved in our Culture & Entertainment strategy, leading this work in ‘21 - ‘23 with our agency partners at UTA.

Integrations - Paid & Unpaid

Lyft was selective in our approach to TV, Film and Music Video integrations, focusing on up-and-coming talent and IP that was actively “breaking,” as opposed to spending millions on established artists. We also formed strong relationships with writers and producers to develop a pipeline of unpaid placements.

Content Development

While Undercover Lyft is our most notable content series to date, where I only played a peripheral role, I led the development of our next generation of content which will come to light on major streaming platforms in ‘23 and ‘24.

Event Sponsorships - Sundance ‘23

Rather than targeting general consumers, at Sundance we targeted content creators - the people making the magic - with a popup arcade at the pickup and drop-off location for the festival. The output is future partner ops and organic (unpaid) placements in film and television.

Experiential

“Magic Modes” are Lyft’s amusement park on wheels. Throughout my tenure at Lyft I developed the initial concept of Magic Modes, created the software platform, and led the experiential execution of these sensational experiences. Ten years later, these modes remain a staple of Lyft’s marketing efforts that not only garner billions of earned media impressions and social shares, but offer a platform that Lyft can monetize with sponsoring partners to fund their campaigns. Below are some of the greatest hits….

  • Ghostbusters Ghost Mode

    Ghost Mode - Sony/Ghostbusters

    We partnered with Sony and GHOSTBUSTERS to provide passengers in SF, NYC, LA, CHI, and DC with rides in replica Ecto-1 ghost-mobiles while they snacked on Key-Lime-Slime Twinkies and Hi-C Ecto Coolers.

  • Taco mode - Taco Bell

    We partnered with Taco Bell for “Taco Mode” where passengers could take a ride to Taco Bell locations and receive free Doritos Locos Tacos.

  • Minnie Van - Disney

    We partnered with Disney World to provide the Minnie Van service on a permanent basis at Walt Disney World Resort in Florida. Through this partnership Lyft generates an ongoing revenue stream, and every guest to the park who accesses Minnie Van does so through the Lyft app.

  • Strange Mode - Netflix Stranger Things

    Strange Mode - Netflix

    We partnered with Netflix and Stranger Things to create terrifying haunted Lyft rides that scared lucky passengers with demogorgon’s that drop from the ceiling, slug-barfing Lyft drivers, and hydraulic loaded seats that brought the car to life.

  • Wienermobile Oscar Meyer

    WienerMobile Mode - Oscar Meyer

    The Wienermobile is one of the most iconic vehicles in America, and in 2021 we partnered with Oscar Meyer to let lucky passengers take a ride in this weenie on wheels.

  • Yellowstone Mode - Amazon Prime Video

    Yellowstone Mode - Amazon Prime Video

    We partnered with Amazon Prime Video and Yellowstone to offer rides cowboy-driven Dutton Ranch trucks to celebrate the launch of Season 5 in 2022.