The story

Festival season provides the perfect opportunity to reach new audiences. And while some advertisers focus on the venue, this beauty brand wanted to target the whole city with an experiential and digital ad campaign. Lyft Media offered the opportunity to develop and publish an unmissable campaign that owned the city and engaged audiences old and new.

The solution

With Lyft Media, the beauty brand was able to expand their reach and promote awareness both on and off the festival grounds. Lyft Media worked with the brand to deliver in-app video placements and develop in-app and social promo codes.

To cap off the campaign, 5 cars were wrapped with branded creative and drivers distributed product samples to festival attendees and the larger community. The all-encompassing campaign was tailored to effectively engage festival attendees, the brand’s online followers, and the surrounding city. 

The results

Lyft’s tap-to-redeem promo codes offered riders $10 off their next ride during the festival, and within city limits. When they tapped the ad, riders were able to add the code to their Lyft rewards. The beauty brand amplified the effort by offering festival-related promo codes on their social media account. Together, the promo codes had a 12% CTR and a 98.85% redemption rate — 9x higher than previous result — proving the campaign was well received by a large audience of festival attendees, riders throughout the city, and brand enthusiasts online. 

In-app video assets showcased new products, and the placements exceeded Lyft’s CPG CTR benchmark by 40%. The videos reached a video completion rate of 68% — 26% over Lyft’s CPG benchmark.

Rounding things out, the branded cars and product samples not only surprised and delighted riders and attendees, but drove mass awareness with out-of-home advertising resulting in approximately 342,000 impressions.