Where Are You Going?

In 2024, SpecialGuest worked with Lyft to encourage people to ride with Lyft to get to their summer destinations.

Everyone loves going out during summer, so SpecialGuest created a mid-funnel campaign to convince riders that Lyft was the best way to reach their fun summer activities. Targeting 21- to 35-year-olds who feel a cultural pressure to maximize the summer, we created relevant social and travel use cases for the season. This campaign used the Lyft app’s opening prompt “Where are you going?” to turn every ride into a journey to better destinations.

With a priority of increasing ride growth and bringing awareness to features such as scheduled rides, extra comfort, priority pickup, and Women+ Connect (which allows women and nonbinary riders and drivers to choose to ride together), SpecialGuest delivered 50x individual executions. These vibrant out-of-home videos, placed in major cities and cinematic pre-roll spots, spoke to riders so they can make the most of their commute and their summer.