Stephanie Chavez, Jessica Chen, Gabriella Layne

#LyftLoveTransmedia Branding Campaign

JOUR 491

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-businessdelivery 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

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.

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.

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

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

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

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

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

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

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

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

AnnounceLyft Local Contest Winner (Small Business Saturday)

Release pilot of “The Greenlight District”

Host private screening of “The Greenlight District”for bloggers

Launch Lyft Local

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

Thank You!