Case Study
Lyft
The Red Thread to a Citywide Takeover (with riders to prove it)
125 earned media placements with 7M local impressionsin one week
Values messaging included in100% of coverage
Increased app downloadsYoY
Increased PreferenceDuring Campaign
The Ask
Break into a fiercely local, identity-driven city and win hearts—not just rides—to prove Lyft is part of Philly’s cultural fabric and therefore the preferred rideshare choice of Philadelphians.
The Thread
Instead of advertising to Philly, Red Thread PR embedded Lyft inside it—turning the brand into a living canvas for the city’s own artistic voice and distinguishing Lyft rides as experiences that transcend wait times and price.
The Approach
Shift from price-based offers to value-based differentiation with premium offerings rooted in Lyft’s commitment to the city. We transformed Lyft vehicles into moving murals and activated a citywide, art-driven experience amplified through media, influencers and a major cultural moment.
