1. Stephanie Chavez, Jessica Chen, Gabriella Layne
#LyftLove
Transmedia Branding Campaign
JOUR 491

2. Business Goals
● Redefine personal transportation and change the statistic
that 80% of seats on U.S. highways are empty.
● Become and maintain a profitable, sustainable “natural
duopoly” with competitors, particularly Uber.
Competitive Landscape
Other Competitors:
Rideshare &
Business-to-business
delivery service
Child shuttling service
ran by moms
Traditional Cab
Services
App ride-share company available in
over 200 cities with over 100,000 drivers
Slogan: “Your friend with a car”
Company
Breakdown
Valued at
$5.75 Billion
$62.5 Billion
Available in
200+ cities
400+ cities
Funding
$1 B
$6 B
Rides
11 Million
50 Million
BACKGROUND
* of March 2016
Founded in San Francisco, Yr 2012

3. Situational
Analysis
Strengths Weaknesses
Opportunities Threats
- Generally free of bad publicity.
- Small company advantage.
- The friendlier, more laid back, community-based
brand.
- Cool CEO.
- Perceived as the safer choice.
- Lyft drivers say they are more satisfied, happier.
- Innovative collaborations/partnerships.
- Lyft offers more incentives for riders.
- Puny funding compared to Uber.
- Same service.
- Far behind in market penetration.
- Lyft-Uber vying for same millennial
audience.
- Constantly attacked by Uber.
- Lyft can go local.
- Teen and parent audiences open.
- Strong social currency.
- High demand for Lyft in many cities.
- International market.
- State and municipal regulations.
- Other competition.

4. Statement of Opportunity
Communication Goals
#LyftLove
● Solidifying Lyft’s reputation as the trustworthy,
transparent and authentic “good guy” of the
rideshare industry.
● Use shareable narratives to increase trust and
favorability among parents, while increasing brand
awareness among their teens.
● Spread knowledge of Lyft’s distinct brand identity
among emerging rideshare users
● Increase positive media coverage for Lyft, especially
related to safety, that is unassociated to Uber.
Lyft’s position allows it to emphasize its reputation as
the nation’s small, but mighty rideshare competitor and
increase its loyal customer base in smaller local cities
that major competitors are ignoring.

5. Research
An extensive netnography was conducted to analyze the current state of the rideshare industry as well as the widespread
perception of Lyft’s brand among passengers, drivers and the public. Findings and secondary research revealed that:
Lyft passengers tend to
be loyal users.
Lyft doesn’t aggressively
narrate their own social
brand story.
Lyft’s presence is highly
valued in small cities.
Lyft has strong relationships
with influencers, including
transportation bloggers

6. Key Audiences
Digital Native Teens Gen X Parents Local communities
and businesses
Opinion leaders, influencers
and personalities
Mainstream &
Niche media outlets
Brand Partnerships Rideshare Competitors

7. Campaign
Objectives
Key Messages
The objectives for this campaign include:
Increase favorability of carpooling and ridesharing
among teenagers and their parents, and millennials by
20% across 50 local cities by 2020.
Boost social media conversation and engagement
across digital platforms by 25%.
By 2017, neutralize media focus on Uber and increase
positive media coverage for Lyft by 30%
Lyft aims to unite and be a part of your family.
To parents: Lyft aims to provide you and your older
teenagers safe, reliable and accountable
transportation.
To Teens: Get where you want to go without stressing
out parents.
As a member of your community, Lyft wants to share
your local stories.
Lyft isn’t just ridesharing; it’s a lifestyle. Lyft is there for
your life’s best experiences and memorable moments.
Lyft is a uniquely branded mode of transportation that cares
about where you are going and how you get there

8. Strategy & Tactic
Strategy: Create organic, engaging digital content that emphasizes Lyft’s dedication
to providing trustworthy, safe service and generates significant buzz.#LyftFam
A 3-episode docuseries following
real families as they figure out
how to incorporate ridesharing
into their lifestyle in a way that
satisfies all members.
Preview highlights of parent
round tables will be shared on
Facebook, while clips from
teen interviews will be
circulated on Instagram.
On the launch date, select
parenting bloggers participate
in a virtual roundtable
discussion via Twitter
Encourage online community
to share their own #LyftFam
discussions on social media
using hashtag.
Celebrities will interview
attendees for live
Snapchat Story.
Parents can tune in for
1tst hour on Periscope
Host a local #Lyftfam event
at a popular teen hotspot
with free rides to event, ,
special performances and
giveaways.
Youtube
Series
Spread on
Social Media
Virtual
Roundtable
Discussion
Themed
Experiential
Event
Live Digital
Coverage
Encourage
Discussion

9. Strategy & Tactic
Strategy: Frame Lyft as a candid, transparent company by sharing highly
visual content that reveals a behind-the-scenes look into Lyft’s communal
relationships and contributions.
For a limited time, offer passengers
the “ride of their life” for special
milestones throughout May and June.
In exchange for their free decked out
ride, passengers will be recorded
during their ride for a compilation to be
circulated on Lyft’s Youtube page &
social media.
Select riders will be entered in
contest for chance to win a prize.
Ride of your
Life
Create Spreadable ContentOffer Free Rides
Encourage Engagement

10. Strategy & Tactic
Strategy: Collaborate with local businesses to build grassroots relationships
with local communities often ignored by larger competitors.#LyftLocal
Host a contest in which participants are able
to nominate a local business they love to
partner with Lyft.
To compete, participants will post video on
digital platforms, tagging with #LyftLocal &
Lyft’s official handle. Lyft will circulate
submissions on social media.
The chosen winner will be given free Lyft rides their
chosen local business for one year, and the
nominated business will receive $5,000 to $10,000
to use however they wish.
Launch campaign
with Curtis Lepore
#LyftLocal photo booth will be
placed in select regional farmer’
s market

11. Strategy & Tactic
Lyft:
The Greenlight District
Strategy: Publicly address and provide actionable solutions to conflicts that
rideshare companies often face, including drunk passengers, driver
accountability and passenger safety.
will host unrehearsed conversations
with different guest passengers while
he drives his own Lyft car to confront
“elephants in the room” and directly
take on the issues of the day.
Lyft CEO Logan Green
Green talks with passengers while he is
behind the wheel of his own Lyft car and
answer questions from passengers, , as
well as ask them questions about their
unique perceptions of Lyft.
Behind the Wheel with Green
Logan Green introduces a
comedic take on speaking about
the unspeakable how Lyft deals
with intoxicated drivers with guest
passenger Chelsea Peretti.
Last Call in the Greenlight
District
Enter Logan Green in a ride with a female
Lyft drive to tackle newsworthy issues
“on the record”
Female Drivers Greenlight Lyft
Spread Content By:
Featuring on Lyft site
Pitch to Media and Bloggers
Feature ‘Behind the Wheel’
on Youtube and social media

12. Timeline
July August September October November December
Launch
Ride of Your Life
Release
Lyft Fam Series
Lyft Fam
Virtual Round Table
Lyft Fam
Experiential Event
(Wordwide Day of Play)
January February March April May June
Launch
Ride of Your Life
Announce
Lyft Local Contest Winner
(Small Business Saturday)
Release pilot of
“The Greenlight District”
Host private screening of
“The Greenlight District”
for bloggers
Launch
Lyft Local

13. Evaluation
Budget
Visual content views, shares and engagement across
digital and social platforms
Brand awareness and favorability among key
audiences, determined by another round of
netnography and qualitative research.
Analyze any noticeable fluctuations in user satisfaction
through surveys and user review analyses
Evaluate volume of earned media coverage and
inclusion of key messages
Achievement of campaign’s measurable objectives
Measure ridership in targeted cities around event-
driven campaign tactics.
Influencer fees
Shooting equipment
Social media post boosting
Content creation and editing
Social Influencer fees
Analytics tools
Travel costs
Local business incentivisation/collaboration costs
Snapchat Live Story
Total Estimate:
$3,000,000

14. Thank You!