Washington, DC during the holidays is packed with tourists, which also means it's peak ride-sharing season.
Lyft wanted to grab eyeballs and steal rides away from Uber, its biggest competitor. But how? Especially when Lyft had no media budget?
Our idea: Combine the joy of Christmas with Lyft's upbeat brand.
How? With ugly Christmas sweaters (on the cars) and caroling (in the cars).
First we partnered with artist Jessie Hemmons, famous for creating incredible yarn-based street art all over the world. She and her team knitted the bumper-to-bumper jumpers in a matter of weeks.
Then we outfitted each backseat with a karaoke screen loaded with Christmas carols so passengers could sing in their own merry way during their rides.
We also donated 100% of each passenger's fare to a special charity—Martha's Table, which provides food and education resources for families who are down on their luck.
Passengers loved them. So did passersby. And the four-day activation blew up, generating 1.8 million social media impressions and nearly 3 million media impressions. It was Lyft's most successful activation in its history.
In a city that needed an emotional lift, we helped Lyft make the season brighter for everyone.