Taking a Peek Under the Hood of Lyft’s Influencer Strategy
For more information about Julius or our blog, please contact Russell Wilde Jr.
By: Noah Tuller, Manager of Operations & Research
The popularity of ridesharing continues to grow and reach into new markets. In order to raise brand awareness as that expansion persists, Lyft has turned to the use of influencer marketing.
Where Lyft tries to separate itself from market powerhouse Uber is through its customer experience. Uber tends to carry itself as a more upscale, private car service experience equipped with your own chauffeur. Lyft, however, wants to make the experience more like riding with your friend, previously encouraging customers to bump fists with their drivers as well as sit in the front seat.
Lyft is utilizing personable celebrities in order to create viral marketing videos through their “Undercover Lyft” YouTube series. In addition, social media influencers are sharing their Lyft riding experiences as well as the exciting places they’re using the service to travel to.
In the “Undercover Lyft” videos, celebrities wear disguises and pretend to be Lyft drivers as they chat and have fun with their passengers while taking them to their destinations. At the end of the trip the celebrity finally reveals who they really are, to the shock and excitement of many of their customers.
Most notable perhaps is the deep voiced, 7’1” undercover Lyft driver who rocks a different disguises with every customer. Whether he’s Charles who makes bracelets, Pierre with the red beret from France, or Goose the off duty cop; NBA Hall of Famer Shaquille O’Neal flexes acting muscles the world hasn’t seen much of since Kazaam.
These entertaining videos; which also include the likes of Richard Sherman, Rob Gronkowski, David Ortiz, Danica Patrick, DJ Khaled, and Jerry Rice; strive to prove just how much fun you can have in a Lyft car.
Snapchat is another way the company has drawn in attention. Influencers have been sharing their Lyft experiences on their own Snapchat, such as actor and Vine star Josh Peck on his journey to date night. Lyft has also given Internet sensations, such as GloZell Green, the key to the company’s Snapchat account in order to leverage the influencer’s audience in hopes of gaining a new audience of their own.
Lyft is embracing the use of influencer marketing across multiple platforms to show that it’s not just about where you’re going, but also the experience you have on your way there.
Julius, a Thuzio solution, is a SaaS influencer marketing platform that provides marketers with rich social data, advanced search capabilities, and the campaign management tools required to organize a successful influencer marketing strategy.
For more information about Julius, our influencer marketing software, or our blog please contact Russell Wilde Jr.
