Lyft Campaign

October 4, 2016- January 4, 2017

Shira Hartman

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 Index

Background of the Company ………………………………………………….3

Target Market……………………………………………………………………3

Positioning Statement……………………………………………………………3

Campaign Background…………………………………………………………..3-4

Campaign Gantt Calendar……………………………………………………….4-5

Billboard Ad……………………………………………………………………….6

Print Ad…………………………………………………………………………….7

Radio Ad…………………………………………………………………………..8

Social Media………………………………………………………………………9-10

Facebook…………………………………………………………………………..9

Instagram………………………………………………………………………….10

Event………………………………………………………………………………..11

Conclusion…………………………………………………………………………11

Resources…………………………………………………………………………12

Pictures…………………………………………………………………………...13-18

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Background of the company:

Lyft is a peer-to-peer ride sharing company mostly used in cities to help get between point A and
Point B faster. Lyft was first called Zimride and was based in San Francisco. Zimride was a
company that would give you longer rides, and would use the 2007 Facebook Connection
Application to help find rides and drivers. Lyft was born in 2012. Lyft was established by Logan
Green and John Zimmer who founded Zimrides. Lyft requires all consumers and drivers to
connect via Facebook, so that there will be more of a trust bond. Lyft’s main goal is build a
friendly community of drivers and consumers that costs less money than their competitors.

Target Market:

Middle Class males and females ages 18-45 living in cities

Positioning Statement:

For males and females ages 18-45 living in cities, Lyft is a peer-to-peer ridesharing app that is
welcoming, affordable, and easy to use via your smartphone, without the high prices of taxis and
long waiting hours of trains. Unlike other network transportation companies, in metropolitan
areas, Lyft is able to get you from point A to point B without the hussle and worrying about
being late.

Campaign Background:

This campaign is going to go from October 4, 2016- January 4, 2017 as a seasonal promotion.
It’s going to go through the holidays to get that extra jump of consumer attention and goal
increase. This campaign is going to run as a national campaign all over America, but with events
primarily hosted in the top five cities that use Lyft the most.
Lyft has many competitors, and there is a decline in customers and drivers compared to
their competitors, such as Uber. Therefore, we are creating a new campaign. With this campaign
we want to increase Lyft overall by building a 40% increase of consumers who use ride-sharing
services. The campaign has four main goals
1. Volume increase of customers by 10%
2. Increase download of apps by 10%
3. Increase of drivers by 10%
4. Social media increase of followers and likes by 10%
With this idea, we want to create a positive uplifting quirky campaign ad that makes the
audiences remember the brand as a whole. Our campaign has a billboard ad, print ad, radio ad, a
social media platform to promote the campaign, an event, and a media advisory to reach to press
for this specific event. This campaign is consistent with the Lyft brand by bringing in the pink

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mustache and promoting it throughout the campaign. Within the campaign, there are the same
colors and fonts representing the brand. The campaign has a slogan that is repeated within the
campaign which is the #PinkMustache, #YellowMustache, and #GetALyft.
We also want to promote in this campaign how Lyft puts its loyalty to customers’ and
drivers’ needs first compared to other brands, by letting customers put reviews and tips regarding
drivers within the app. With this campaign we went to promote Lyft as a safer ride-sharing
service because of the idea that drivers have the pink mustache on their cars so riders know that
their drivers are associated with the Lyft company. With this campaign we also want to hold a
yellow mustache scavenger hunt which lets the customers and drivers be involved in the brand as
a whole, promoted by social media and the radio ad.
The yellow mustache scavenger hunt is a game, starting in the second month of the three
month ad campaign. There will be a diver who will have yellow mustache sent to him by the
Lyft company. If a recent Lyft customer sees this yellow mustache driving in the street, he/she
will snap a picture and post it on social media with the main three hashtags: #YellowMustache,
#PinkMustache, and #GetALyft. He/she will be be able to win a month of free rides.This
promotion will take place in the five cities where Lyft has the most drivers and consumers.
There will also be an event happening in the month of December taking place in the five cities
where Lyft has the most drivers and consumers. This event takes place every Friday, in
cooperation with the nonprofit, Cradles and Crayons.

You can see here in the Gantt calendar, when each platform is going to go out and for how long.
This campaign is all consistent with itself by trying to reach the four main goals listed above.

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5
Billboard Ad:
This will run from October 4, 2016, and will stay on until January 4, 2017.
The Billboard Ad will be on major highways in that specific metropolitan area. For example, if
this billboard was placed in Boston, it would be placed on I-90, which is the highway to get into
Boston. This billboard would also be in the cities in between buildings. For example, in Times
Square, in New York City. These Billboard ads can also be placed in subways.

(Billboard Ad on page 13)

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Print Ad:
This print out will be run from October 4, 2016 until January 4, 2017. Having a broad range of
magazines for different kinds of female and male target audience ages 18-45 allows us to target
them through different magazine platforms. This print ad will run in People Magazine, Star, US
weekly, GQ, Cosmopolitan, Self, Lucky, Sports Illustrated, Times, National Geographic, and
U.S Travel.

(Print Ad on page 14)

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Radio Ad & Radio Script:

The radio ad is going to ran from October 4, 2016 to January 4, 2017, twice a week on Thursdays
and Tuesdays during the morning and afternoon commute. This radio ad will run on five major
radio stations of the city. For example, in Boston it will ran on
1. WXKS-FM – Kiss 108 – 1,810,600
2. WJMN-FM – Jam’n 94.5 – 1,323,400
3. WMJX-FM – Magic 106.7 – 1,277,700
4. WODS-FM – AMP Radio 103.3 FM – 1,253,200
5. WBMX-FM – Mix 104.1 – 1,001,60

The three main goals of the radio ad:

1. This radio ad is trying to increase awareness of Lyft to consumers that don’t know about
the brand.
2. Also it will let consumers that use a peer-to-peer share riding system know that Lyft
exists.
3. On top of that, it will promote the yellow mustache scavenger hunt that will come up in
social media a couple of weeks later.

(Script on page 15)

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Social Media: Facebook & Instagram

For this campaign we are using the social platforms of Instagram and Facebook. The social
media ads will run a little bit later than the print, billboard, and radio ads. The Instagram social
media platform will run from November 2, 2016 - January 4, 2017. The goal of the social media
ads is to spread the word about the yellow mustache scavenger hunt that is going to be in the top
five cities in America where Lyft has a major customer base.

Facebook:

The Facebook social media platform will run from November 2, 2016 - January 4, 2017, this
social media ad will promote the idea of the yellow scavenger hunt and how to do it.
(Facebook image on page 16)

(Facebook image on page 17)

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Instagram:

For five of the major cities there will be an Instagram post just like this above promoting the
scavenger hunt (above is an example with Boston). It features a map of the city, showing people
that somewhere there is the yellow mustache car. (The yellow mustache car will not be exactly
where it states on the map. It's just pictured for promotional reasons.)

(Instagram image on page 17)

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Event

Within this campaign, there is going to be a holiday event that will be hosted in the month of
December. This event will be promoted via social media from November 1-30th while also
promoting the yellow mustache scavenger hunt. This event will be promoted via media
advisories which will be sent out November 1st-10th to the press that might want to cover it.
This holiday event is going to be hosted in the top five cities that have the most Lyft drivers
and consumers, on each Friday of December (December 2nd-9-16-23-30th). At this event there
will be a pink truck that will have photo booths inside where you are able to take silly pictures
with the pink and yellow mustaches and other fun wearables for the holidays. The funniest and
wackiest picture at the end of the day will be able to win $20 to Lyft. At this event there will be
sweets that will be holiday themed, but all colored pink to represent the brand colors and image
of Lyft.
This event also is going to work with a non-profit, Cradles to Crayons, Cradles and Crayons
is going to send out a PSA in the month of December to promote for this event. For you to come
to this fun event, you need to donate something on the specific list from Cradles to Crayons that
will be sent out via social media to help children during the holidays. In addition to all of the
giving and joy, consumers that want a job as a driver can be interviewed at these events. This
event promotes Lyft by giving them a positive image, but also increasing awareness for
consumers and drivers on a nationally level.

(Media Advisory on page 18)

Conclusion

With this campaign ranging from October 4, 2016-January 4, 2017 we hope to increase Lyft’s
consumer base by 40% of people who use ride-sharing services and increase awareness overall.
This campaign has four main goals:
1. Volume increase of customers by 10%
2. Increase download of apps by 10%
3. Increase of drivers by 10%
4. Social media increase of followers and likes by 10%
By staying consistent using the brand image and colors, of Lyft within our campaign and being
true to the brand as a whole, this campaign can capture consumers and inspire drivers to sign up
with Lyft.

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Resources

'A ride whenever you need one' (n.d.). Retrieved October 30, 2015, from https://www.lyft.com/

Carlson, N. (2013, May 23). Lyft, A Year-Old Startup That Helps Strangers Share Car Rides, Just Raised
$60 Million From Andreessen Horowitz And Others. Retrieved October 30, 2015, from
http://www.businessinsider.com/lyft-a-startup-that-helps-strangers-share-car-rides-just-raised-60-million-
from-andreessen-horowitz-2013-5

Corporate Gang War: Uber v. Lyft. (n.d.). Retrieved October 30, 2015, from
http://www.targetmarketingmag.com/article/corporate-gang-war-uber-v-lyft/2/

Correspondent, N. (2013, September 13). Uber Lyft: Car services target universities. Retrieved October
30, 2015, from http://www.usatoday.com/story/news/nation/2013/09/11/lyft-uber-for-university-
students/2800477/

Griswold, A. (n.d.). How Uber and Lyft Stack Up in the United States. Retrieved October 30, 2015, from
http://www.slate.com/blogs/moneybox/2014/09/11/uber_vs_lyft_futureadvisor_study_compares_revenue
_users_growth_at_the_companies.html

(n.d.). Retrieved October 30, 2015, from https://en.wikipedia.org/wiki/Lyft

Uber vs Lyft: What's the Difference and Which Should I Use? (n.d.). Retrieved October 30, 2015, from
http://www.howtogeek.com/219126/uber-vs-lyft-what’s-the-difference-and-which-should-i-use/

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Reading Time: 60 seconds Contact: Shira Hartman
Word Count: 112 Marketing Director
Run Dates: October 4th 2016 - January 4, 2017 hartmans@hillholiday.org
Use Until: January 4, 2017 617-910-7805

Radio Script

[SFX: Train stop sound]

[SFX: Don’t Stop Beilievin’ by Red Dallas String Quartet starts to fade in slowly]

Female #1: I am here, I am here, there was a delay with the train this morning.

Female #2:
Why don't you use Lyft

Female #1: What is Ly-ft?

Female #2: It's an affordable, peer-to-peer ride sharing app that is easy to use without the high prices of
taxis, Just download and ride.

Female 1#: Wow! It is super easy to use, you just request a ride, get picked up, and get there faster than
before.

[SFX: Don’t Stop Beilievin’ by Red Dallas String Quartet starting to fade out slowly]

[SFX: Moby Dick by Led Zeppein fades in when the Announcer is speaking]

Announcer: Lyft is coming near you, just look for a pink mustache on any car. Find the yellow mustache
and post it on social media with the #YellowMustache, #PinkMustache, and #GetALyft and you may be
able to win a month’s worth of free rides, good luck.

[SFX: Moby Dick by Led Zeppein fades out]

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FOR IMMEDIATE RELEASE
November 1, 2016
Contact: Shira Hartman
Media Contact
617-910-7805
Hartmanshira@Lyft.org

Media Advisory

What: Lyft will host an event in the heart of Boston to commemorate the holidays. At this event
there will be a pink truck that will have photo booths inside where you are able to take silly
pictures with the pink and yellow mustaches and other fun wearables for the holidays. Also at
this event there will be sweets that will be holiday themed, but all colored pink to represent the
brand colors and image of Lyft. This event also is going to work with a non-profit, Cradles to
Crayons. In addition to all of the giving and joy, consumers that want a job as a driver can be
interviewed at these events.

Where: Rings Fountain Milk St, Boston, MA 02109

When: December 9, 2016 from 12 p.m-6 p.m.

Who: Lyft co-workers and promoters, and CEO. Cradles for Crayons co-workers, promoters, and
CEO

Photo Oppt: From 11 a.m-12 p.m. there is photo opportunity with everyone that works with Lyft
and Cradles for Crayons and the set up before the event starts.

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