The next best thing riding in Santa’s sleigh itself.

Lyft, long second to Uber, wanted to steal ridership in DC over the holidays—a peak ride share season. But they had a modest $25k budget to do it. Media inventory was at capacity as every brand tried to get busy shoppers’ attention. So we suggested they use an OOH placement that they already owned: their fleet of cars. We yarn-bombed a select handful in ugly holiday sweaters and set them loose in the city. Before we knew it, “Merry Mode” was a media and Instagram sensation.

 
 
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Catch one if you can.

We made sure the Lyft app was in the holiday spirit too by updating the UI to show the cars in real time.

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Jolly inside and out.

We also decked the interior of the cars for the season. Plus, riders could belt out their holiday favorites thanks to an iPad stocked with carol karaoke.

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Thousands of requests. Millions of impressions. Lyft’s most successful local activation in history.

As soon as the cars hit the streets, they were a social and local media sensation while also getting trade and lifestyle press. Merry Mode far eclipsed its goal with demand for the rides higher than Lyft had ever seen in the city.

 

Trade press coverage:

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