Partnership as a growth vehicle

Objective: Increase year-over-year revenue and brand loyalty within the Pacific Northwest region by driving home Lyft’s association with Seattleites favorite sports team and players  

Strategy: Tapped into the Seattle Seahawks’ extensive reach to connect with their die hard fan base. Specifically, leveraged:

  • Out of home (signage that is impactful and permanent)

  • Social impact initiatives (partnering with well-known players and brands)

  • Digital marketing (owned, paid, and partner)

Result: Partnership activation contributed to driving the strongest market-level growth in 2019 for Lyft

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Out of home

  • Installed permanent, larger than life, murals in Lumen Field to drive affinity among fans for Lyft and garnered 2.4M annual impressions

  • Leveraged the jumbotron on home game days to reinforce the Lyft use case (‘take a Lyft to & from the event’) and garnered 560K annual impressions

Social impact initiatives

Produced a digital content series that highlighted fan favorite Seahawks players coming together with Lyft to support local causes both brands were passionate about

  • Increased year-over-year game day rides by 16% and year-over-year revenue by 24%

  • Generated 1M+ impressions through owned, partner, and player (e.g. Tyler Lockett) channels 

  • Raised $17K for Seattle causes and charities 

In partnership with the USO Northwest, the Seattle Seahawks, Starbucks, and Delta Airlines we put together 3K care packages for service members, veterans, and their families

  • Landed 15 pieces of earned media

  • Generated 800K+ impressions

  • Reiterated Lyft's brand values

Digital marketing

Leveraged the Seahawks’ email, social, and web channels to promote Lyft’s product offerings to their 10M+ fans

  • 20% redemption rate on classic Lyft ride offer 

  • 11% redemption rate on a new Lyft product offering

Integrated a Lyft offer into Delta Airlines’ loyalty program which was promoted through broadcast, email, social, and web channels

  • 31% redemption rate on Lyft’s offer integration 

  • Program enrollment was up year-over-year in the early weeks of the campaign

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Lyft x Baked