Media & social
Lyft was looking to enter the Philadelphia area and emphasize its commitment to the city by highlighting its uniqueness. To support a large-scale activation in the local market, the company needed creativity, execution, and results. Brownstein collaborated with the brand and led the ideation and implementation of a multi-faceted on-the-ground activation. The solution was to form a unique partnership with a respected local organization and bring that relationship to life utilizing transportation.
Several potential partnerships that felt authentic to both the brand and the city were considered, with Brownstein ultimately recommending Mural Arts Philadelphia as a way to demonstrate Lyft’s dedication to the Philadelphia art and culture scene. The initiative highlighted existing art in every neighborhood, and how Lyft would take people all around the city to experience it.
The resulting activation began during Mural Arts Month in October, making the nation’s most extensive public art program more accessible through Lyft.
To bring attention to Lyft and Philadelphia’s thriving art scene, four Lyft vehicles were wrapped in two different murals and were available for Lyft passengers throughout October. Lyft also encouraged passengers to visit Philadelphia’s art scene with a unique promotional code, ARTPHL, that provided a 25% discount on trips to the city’s famous art destinations.
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 central location.
Brownstein led the creative ideation and activation execution, then created the car wraps and truck assets, working with outside vendors for on-vehicle production. The team created the driving routes for the trucks, to ensure the highest visibility possible, with stops at the Philadelphia Museum of Art for pedestrians to view the mobile murals up close.
Brownstein 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 through social influencers — driving more organic awareness and buzz around the stunt.
Earned media and social results crossed all media types, including print, broadcast, and online. Philly Voice, Metro, CBS3, NBC10, uwishunu, and several vital influencers promoted the activation, resulting in 14 placements and 1 million impressions in just four days. 83% of the coverage mentioned Lyft in the headline or first paragraph. In addition, 93% of stories included a visual of the mobile murals.
Beyond this activation, Brownstein supported Lyft with proactive media and influencer relations around several brand milestones. The team secured 125 earned media placements over two years, resulting in 13.5 million impressions. Initiatives included grocery and jobs access programs, discounted rides on Election Day, expansion of services, and partnerships with local nonprofits.
I am very appreciative of your incredible partnership. This team has been thrown a ton of curveballs, change, tight deadlines — you name it. However, we knew that we could always count on Brownstein to deliver.Kaitlyn Carl, Communications Manager, Lyft