Media & social
Lyft was looking to enter the Philadelphia area and emphasize its commitment to the city by highlighting its uniqueness. To create and execute a large-scale activation in the local market, the brand collaborated with Red Thread PR and its sister agency, Brownstein, to form a unique partnership with a respected local organization and bring that relationship to life utilizing transportation.
Through a partnership with Mural Arts Philadelphia, Lyft would demonstrate its dedication to the Philadelphia art and culture scene—highlighting existing art in every neighborhood and how Lyft would take people all around the city to experience it.
The resulting activation began during Mural Arts Month in October, making the nation’s most extensive public art program more accessible through Lyft.
To bring attention to Lyft and Philadelphia’s thriving art scene, four Lyft vehicles were wrapped in two different murals and were available for Lyft passengers throughout October. Lyft also encouraged passengers to visit Philadelphia’s art scene with a unique promotional code that provided a 25% discount on trips to the city’s famous art destinations.
In addition to the month-long activities, four flatbed trucks featuring eight different murals drove around the city’s streets on a single day, providing Philadelphia residents, professionals, and visitors a chance to take photos with some of the city’s most famed murals in one central location.
Brownstein led the creative ideation and activation execution, including design of the car wraps and truck assets, as well as the driving routes for the trucks to ensure the highest visibility possible, with stops at the Philadelphia Museum of Art for pedestrians to view the mobile murals up close.
Red Thread PR promoted the activation through regional media and influencer relations, driving more organic awareness and buzz around the stunt.
Earned media and social results crossed all media types, including print, broadcast, and online. Philly Voice, Metro, CBS3, NBC10, uwishunu, and several vital influencers promoted the activation, resulting in 14 placements and 1 million impressions in just four days. 83% of the coverage mentioned Lyft in the headline or first paragraph. In addition, 93% of stories included a visual of the mobile murals.
Beyond this activation, Brownstein supported Lyft with proactive media and influencer relations around several brand milestones. The team secured 125 earned media placements over two years, resulting in 13.5 million impressions. Initiatives included grocery and jobs access programs, discounted rides on Election Day, expansion of services, and partnerships with local nonprofits.
I am very appreciative of your incredible partnership. This team has been thrown a ton of curveballs, change, tight deadlines—you name it. However, we knew that we could always count on your team to deliver.Kaitlyn Carl, Communications Manager, Lyft