To help Lyft accomplish their goal of stealing rides away from Uber during peak ride-sharing season, the holidays, we combined the joy of Christmas with Lyft's upbeat brand. By outfitting their cars with ugly holiday sweaters on the outside and karaoke on the inside, we created Merry Mode.
First we partnered with artist Jessie Hemmons, famous for creating incredible yarn-based street art all over the world, who knit sweaters for each car. Then we outfitted each backseat with a karaoke screen loaded with Christmas carols so passengers could sing in their own merry way during their rides. We also donated 100% of each passenger's fare to a special charity—Martha's Table, which provides food and education resources for underserved families.
The four-day activation generated 1.8 million social media impressions and nearly 3 million media impressions. It was Lyft's most successful activation in its history.