BRIEF // CAMPAIGN PROMOTION
Lyft wanted to create brand awareness on Harvard's campus. We developed a three pronged strategy for back to school: 1) a Lyft-sponsored package of coupons to local business; 2) a pledge to not drink and drive, signed on the Lyft-branded car; 3) ambassador activation during Freshman Move In week. Following great community response, we continued the campaign at this year's Harvard Yale Game, offering a discount code to get students to and from Fenway Park.
This campaign succeeded due to its multiplatform strategy. We created recognition through print, human, and personal touch-points which solidified Lyft in the minds of students as the primary ride-share app over Uber. Lyft's presence was most appreciated at the Harvard Yale Game, where we provided real value to the students with discount codes. It goes to show that brands can be quite successful when they tune into a community's specific needs.