EXPLORE

Lyft

14

media & social placements

1M

media & social impressions

4 Day

Activation

Becoming a Fabric of Philly

Lyft was looking to make a splash in Philadelphia, emphasizing its commitment to the city and highlighting what makes it special. To support a large-scale activation in the local market, the company turned to Brownstein Group (BG) for creativity, execution and results. BG collaborated with the brand to lead the ideation and implementation of a multi-faceted on-the-ground activation that would bring a unique partnership with a beloved local organization to life through the help of transportation.

BG and Lyft collaborated to thoughtfully consider several potential partnerships that felt authentic to both the brand and to the city. Ultimately, to demonstrate Lyft’s dedication to the arts and culture scene in Philadelphia and to underscore that art exists in every neighborhood in the city (and Lyft can take you there), BG recommended a partnership with Mural Arts Philadelphia – the nation’s largest public art program – during Mural Arts Month in October. The resulting activation helped make art more accessible through Lyft.

Making Murals Mobile

To bring attention to both Lyft and Philadelphia’s thriving art scene, four Lyft vehicles cars were wrapped in two different murals and available for Lyft passengers throughout the month of October. Additionally, Lyft encouraged passengers to visit Philadelphia’s art scene with a special promotional code, ARTPHL, that provided a 25% discount on trips to popular art destinations in the city.

In addition to the month-long activities, four flatbed trucks featuring eight different murals drove around city streets on a single day, providing Philadelphia residents, professionals and visitors a chance to take photos with some of the city’s most famed murals in one location.

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Creative Direction

BG led the creative ideation and execution of the activation – creating the car wraps and assets for the trucks, as well as working with outside vendors for the production of the vehicles. Additionally, the team designed the trucks’ driving routes – ensuring visibility on popular city thoroughfares and arranging stops at the Philadelphia Museum of Art for pedestrians to see the mobile murals up close.

Media & Influencer Relations

BG promoted the activation through regional media and influencer relations, sharing images of the cars and trucks for visualization. In addition to traditional broadcast, print and online media, outreach was also conducted to social influencers – driving more organic awareness and buzz around the stunt.

Lyft-ing Up the Arts

Earned media and social results crossed all media types, including print, broadcast and online. Philly Voice, Metro, CBS3, NBC10, uwishunu, and several key influencers promoted the activation – resulting in 14 placements and 1 million impressions in just four days. 83 percent of coverage mentioned Lyft in the headline or first paragraph, while 93 percent of stories included a visual of the mobile murals.

Beyond this activation, BG supported Lyft with proactive media and influencer relations around several milestones for the brand. In six months, the team secured 90 traditional media and social placements resulting in 6.5 million impressions. 97 percent of media coverage included more than two key messages, while social posts garnered more than 13,000 engagements.

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