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卧底 Lyft
案例简介：相关性 卧底 Lyft 是一个在线系列，名人坐在 Lyft 的方向盘后面，让毫无戒心的乘客大吃一惊。每一集都有一个不同的运动员、艺术家或音乐家，体现了 Lyft 的 DNA，并放大了它的信息。该系列为人才提供了一个平台，展示他们个性的不同一面，并以独特的方式与粉丝联系。每个名人都与我们的导演和 Lyft 的内部团队一起参与开发创意，并给他们一个机会在每一集中带来自己的幽默品牌。 活动描述 卧底 Lyft 是一个在线系列，名人坐在 Lyft 的方向盘后面，让毫无戒心的乘客大吃一惊。他们有点伪装 -- 在大多数情况下只是一顶帽子和太阳镜 -- 并且表现得好像他们只是一名日常司机。我们以司机的个性为基础，使用大量对他们的粉丝和观众有意义的内部笑话。在整个旅程中，他们用错误的指导和线索欺骗乘客，最终揭示了乘客从未见过的到来。 战略 卧底 Lyft 是 Lyft 体验的升华 -- 它有趣、风度翩翩，并强调了乘客和司机之间的互动。这是 Lyft 之旅的一个高度版本，并通过娱乐展示了这些差异。对于名人来说，内容让观众看到他们个性的不同一面，并邀请粉丝在一个独特但熟悉的环境中观看他们的互动。在通过与 MLB 的合作尝试了第一集后，我们开始将内容连载起来，以此来讲述我们的故事，并分享我们的品牌与竞争对手的不同之处。通过围绕文化相关时刻发布内容，并与相关人才合作, 我们已经能够推动显著的品牌知名度，并创造了一个强大的数字系列，超过 75m 的有机景观和 6B 的有机印象。 执行 卧底 Lyft 是一个隐藏的相机系列，每个人都在开玩笑，但乘客。他们不知道发生了什么，所以当他们进入汽车时，他们的印象是这是一次日常的、正常的 Lyft 旅行。这一集以沙克为主角，主要目标是以只有沙克才能做到的方式娱乐乘客和观众。过度的服装、令人愤慨的背景故事和令人难以置信的口音都被用来赶走乘客，因为他们坐在 7 '1 "344lb 沙奎尔 · 奥尼尔旁边。从构思到执行，沙克始终参与其中。这段视频充满了内部笑话，抨击了另一位联合主持人查尔斯 · 巴克利，并对他作为篮球运动员、电影明星和说唱歌手的过去点点头。 概要 Lyft 是一家 ridesharing 公司，目前是美国第二大平台。数百万人每天乘坐 Lyft 游乐设施，分享故事、眼泪、时髦的节拍、肚皮笑声和友谊。Lyft 以这些偶然的互动而自豪，并以其多样化和独特的社区而闻名。乘客每次乘车都来享受和期待难忘的经历。我们的系列《卧底 Lyft 》是 Lyft 体验的一个高度夸张的版本。每一集我们都试图给潜在的和现有的乘客提供其他方式来了解 Lyft 的品牌形象，突出 Lyft 体验令人难忘的车内体验, 并与体现 Lyft 基因的名人合作，放大其信息。 结果 这个视频是沙克频道上所有内容中参与度最高的。仅在他的 FB 页面上就有超过 11m 的浏览量，这是他的任何频道中最受关注的视频。这段视频为他提供了一个平台，让他继续打造自己独特的幽默品牌，并吸引了新粉丝来到他的社交页面。卧底 Lyft 以沙奎尔 · 奥尼尔的结果为特色: 1,213,574,786 总印象 1，000,000,000 新闻印象 16，864,460 总视图 17，231,991 总 engagement196，710,326 印象 201 报道 (包括来自 Adweek 、 Buzzfeed 、 CNN 、 ESPN 的文章, esquire 、 Huffington Post 、 NPR 、雅虎体育等) 该系列对 Lyft 的整体品牌知名度产生了积极影响:消费者对品牌的熟悉程度增加了 4%，Lyft 的使用率增加了 2%，顾客忠诚度 (竞争净推广得分) 增加了 2%。
卧底 Lyft
案例简介：Relevancy Undercover Lyft is an online series where celebrities get behind the wheel of a Lyft and surprise unsuspecting passengers. Each episode features a different athlete, artist, or musician that embodies Lyft’s DNA and amplifies its message. The series provides talent with a platform to showcase a different side of their personality and connect with fans in a unique way. Each celebrity is involved in developing the creative with our director and Lyft’s internal team, and gives them an opportunity to bring their own brand of humor to each episode. CampaignDescription Undercover Lyft is an online series where celebrities get behind the wheel of a Lyft and surprise unsuspecting passengers. They are slightly disguised – in most cases just a hat and sunglasses – and act as if they’re just an everyday driver. We base the content around the driver’s personality and use plenty of inside jokes that are meaningful to their fans and the audience. Throughout the ride they fool passengers with misdirects and clues that end with a reveal the passenger never saw coming. Strategy Undercover Lyft is a distillation of the Lyft experience — it's fun, personable, and highlights the interactions between passengers and drivers. It's a heightened version of what a Lyft ride can be, and showcases these differentiators through entertainment. For the celebrity, the content allows the audience to see a different side of their personality and invites fans to watch them interact in a unique but familiar environment. After experimenting with the first episode through a partnership with the MLB, we set out to serialize the content as way to tell our story and share what makes our brand different than our competitors. By releasing the content around culturally relevant moments, and partnering with relevant talent, we've been able to drive significant brand awareness and have created a powerful digital series that's racked up over 75M organic views and 6B organic impressions. Execution Undercover Lyft is a hidden camera series where everyone is in on the joke but the passengers. They are unaware of what is happening, so when they enter the car they are under the impression that this is an everyday, normal Lyft ride. With the episode featuring Shaq, the main goal was to entertain the passengers and viewers in a way that only Shaq could. Over-the-top outfits, outrageous backstories, and unbelievable accents were all used in order to throw off the passenger as they sat next to 7’1” 344lb Shaquille O’neal. From ideation to execution, Shaq was involved throughout. This video was full of inside jokes, jabs at fellow co-host Charles Barkley, and plenty of nods to his past as a basketball player, movie star, and rapper. Synopsis Lyft is a ridesharing company that is currently the second largest platform in the US. Millions of people connect in Lyft rides every day, sharing stories, tears, groovy beats, belly laughs, and friendship. Lyft prides itself on those serendipitous interactions and have become known for its diverse and unique community. Passengers have come to enjoy and expect memorable experiences every time they take a ride. Our series, Undercover Lyft, is a heightened and exaggerated version of what the Lyft experience can be. With each episode we try to give potential and existing passengers other ways to get to know Lyft’s brand persona, highlight the memorable in-car aspect of the Lyft experience, and collaborate with celebrities that embody Lyft’s DNA and amplify its message. Outcome This video was the highest engagement of any piece of content on Shaq’s channels. With over 11M views on his FB page alone, it's the most watched video on any of his channels. The video provided a platform for him to continue building on his unique brand of humor, and drove new fans to his social pages. Undercover Lyft featuring Shaquille O’neal results:1,213,574,786 total impressions1,000,000,000 press impressions16,864,460 total views17,231,991 total engagement196,710,326 impressions201 pieces of coverage (including articles from Adweek, Buzzfeed, CNN, ESPN, Esquire, Huffington Post, NPR, Yahoo Sports, and more)The series made a positive impact on Lyft’s overall brand awareness: Consumers’ familiarity of the brand increased by 4%, Lyft usage increased by 2%, Customer loyalty (competitive net promoter score) increased by 2%.
Undercover Lyft
案例简介：相关性 卧底 Lyft 是一个在线系列，名人坐在 Lyft 的方向盘后面，让毫无戒心的乘客大吃一惊。每一集都有一个不同的运动员、艺术家或音乐家，体现了 Lyft 的 DNA，并放大了它的信息。该系列为人才提供了一个平台，展示他们个性的不同一面，并以独特的方式与粉丝联系。每个名人都与我们的导演和 Lyft 的内部团队一起参与开发创意，并给他们一个机会在每一集中带来自己的幽默品牌。 活动描述 卧底 Lyft 是一个在线系列，名人坐在 Lyft 的方向盘后面，让毫无戒心的乘客大吃一惊。他们有点伪装 -- 在大多数情况下只是一顶帽子和太阳镜 -- 并且表现得好像他们只是一名日常司机。我们以司机的个性为基础，使用大量对他们的粉丝和观众有意义的内部笑话。在整个旅程中，他们用错误的指导和线索欺骗乘客，最终揭示了乘客从未见过的到来。 战略 卧底 Lyft 是 Lyft 体验的升华 -- 它有趣、风度翩翩，并强调了乘客和司机之间的互动。这是 Lyft 之旅的一个高度版本，并通过娱乐展示了这些差异。对于名人来说，内容让观众看到他们个性的不同一面，并邀请粉丝在一个独特但熟悉的环境中观看他们的互动。在通过与 MLB 的合作尝试了第一集后，我们开始将内容连载起来，以此来讲述我们的故事，并分享我们的品牌与竞争对手的不同之处。通过围绕文化相关时刻发布内容，并与相关人才合作, 我们已经能够推动显著的品牌知名度，并创造了一个强大的数字系列，超过 75m 的有机景观和 6B 的有机印象。 执行 卧底 Lyft 是一个隐藏的相机系列，每个人都在开玩笑，但乘客。他们不知道发生了什么，所以当他们进入汽车时，他们的印象是这是一次日常的、正常的 Lyft 旅行。这一集以沙克为主角，主要目标是以只有沙克才能做到的方式娱乐乘客和观众。过度的服装、令人愤慨的背景故事和令人难以置信的口音都被用来赶走乘客，因为他们坐在 7 '1 "344lb 沙奎尔 · 奥尼尔旁边。从构思到执行，沙克始终参与其中。这段视频充满了内部笑话，抨击了另一位联合主持人查尔斯 · 巴克利，并对他作为篮球运动员、电影明星和说唱歌手的过去点点头。 概要 Lyft 是一家 ridesharing 公司，目前是美国第二大平台。数百万人每天乘坐 Lyft 游乐设施，分享故事、眼泪、时髦的节拍、肚皮笑声和友谊。Lyft 以这些偶然的互动而自豪，并以其多样化和独特的社区而闻名。乘客每次乘车都来享受和期待难忘的经历。我们的系列《卧底 Lyft 》是 Lyft 体验的一个高度夸张的版本。每一集我们都试图给潜在的和现有的乘客提供其他方式来了解 Lyft 的品牌形象，突出 Lyft 体验令人难忘的车内体验, 并与体现 Lyft 基因的名人合作，放大其信息。 结果 这个视频是沙克频道上所有内容中参与度最高的。仅在他的 FB 页面上就有超过 11m 的浏览量，这是他的任何频道中最受关注的视频。这段视频为他提供了一个平台，让他继续打造自己独特的幽默品牌，并吸引了新粉丝来到他的社交页面。卧底 Lyft 以沙奎尔 · 奥尼尔的结果为特色: 1,213,574,786 总印象 1，000,000,000 新闻印象 16，864,460 总视图 17，231,991 总 engagement196，710,326 印象 201 报道 (包括来自 Adweek 、 Buzzfeed 、 CNN 、 ESPN 的文章, esquire 、 Huffington Post 、 NPR 、雅虎体育等) 该系列对 Lyft 的整体品牌知名度产生了积极影响:消费者对品牌的熟悉程度增加了 4%，Lyft 的使用率增加了 2%，顾客忠诚度 (竞争净推广得分) 增加了 2%。
Undercover Lyft
案例简介：Relevancy Undercover Lyft is an online series where celebrities get behind the wheel of a Lyft and surprise unsuspecting passengers. Each episode features a different athlete, artist, or musician that embodies Lyft’s DNA and amplifies its message. The series provides talent with a platform to showcase a different side of their personality and connect with fans in a unique way. Each celebrity is involved in developing the creative with our director and Lyft’s internal team, and gives them an opportunity to bring their own brand of humor to each episode. CampaignDescription Undercover Lyft is an online series where celebrities get behind the wheel of a Lyft and surprise unsuspecting passengers. They are slightly disguised – in most cases just a hat and sunglasses – and act as if they’re just an everyday driver. We base the content around the driver’s personality and use plenty of inside jokes that are meaningful to their fans and the audience. Throughout the ride they fool passengers with misdirects and clues that end with a reveal the passenger never saw coming. Strategy Undercover Lyft is a distillation of the Lyft experience — it's fun, personable, and highlights the interactions between passengers and drivers. It's a heightened version of what a Lyft ride can be, and showcases these differentiators through entertainment. For the celebrity, the content allows the audience to see a different side of their personality and invites fans to watch them interact in a unique but familiar environment. After experimenting with the first episode through a partnership with the MLB, we set out to serialize the content as way to tell our story and share what makes our brand different than our competitors. By releasing the content around culturally relevant moments, and partnering with relevant talent, we've been able to drive significant brand awareness and have created a powerful digital series that's racked up over 75M organic views and 6B organic impressions. Execution Undercover Lyft is a hidden camera series where everyone is in on the joke but the passengers. They are unaware of what is happening, so when they enter the car they are under the impression that this is an everyday, normal Lyft ride. With the episode featuring Shaq, the main goal was to entertain the passengers and viewers in a way that only Shaq could. Over-the-top outfits, outrageous backstories, and unbelievable accents were all used in order to throw off the passenger as they sat next to 7’1” 344lb Shaquille O’neal. From ideation to execution, Shaq was involved throughout. This video was full of inside jokes, jabs at fellow co-host Charles Barkley, and plenty of nods to his past as a basketball player, movie star, and rapper. Synopsis Lyft is a ridesharing company that is currently the second largest platform in the US. Millions of people connect in Lyft rides every day, sharing stories, tears, groovy beats, belly laughs, and friendship. Lyft prides itself on those serendipitous interactions and have become known for its diverse and unique community. Passengers have come to enjoy and expect memorable experiences every time they take a ride. Our series, Undercover Lyft, is a heightened and exaggerated version of what the Lyft experience can be. With each episode we try to give potential and existing passengers other ways to get to know Lyft’s brand persona, highlight the memorable in-car aspect of the Lyft experience, and collaborate with celebrities that embody Lyft’s DNA and amplify its message. Outcome This video was the highest engagement of any piece of content on Shaq’s channels. With over 11M views on his FB page alone, it's the most watched video on any of his channels. The video provided a platform for him to continue building on his unique brand of humor, and drove new fans to his social pages. Undercover Lyft featuring Shaquille O’neal results:1,213,574,786 total impressions1,000,000,000 press impressions16,864,460 total views17,231,991 total engagement196,710,326 impressions201 pieces of coverage (including articles from Adweek, Buzzfeed, CNN, ESPN, Esquire, Huffington Post, NPR, Yahoo Sports, and more)The series made a positive impact on Lyft’s overall brand awareness: Consumers’ familiarity of the brand increased by 4%, Lyft usage increased by 2%, Customer loyalty (competitive net promoter score) increased by 2%.
卧底 Lyft
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Undercover Lyft
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