Your Ride Awaits
Lyft partnered with College Marketing Co. to execute multi-market experiential activations across major cities including Chicago, Dallas, Denver, Los Angeles, Miami, and New York City, from June to September 2023. The program combined brand activation and event staffing to enhance visibility and engagement for Lyft in each market. College Marketing Co. built its staffing model around the demands of a national rideshare brand: teams capable of working independently across six different cities at once, representing the brand consistently whether the activation was a street level engagement or a larger public event tied to a local market. Coordinating six simultaneous markets over a four month window required College Marketing Co. to manage recruiting, training, and scheduling on a city by city basis while keeping brand messaging and execution standards aligned nationally. That coordination let Lyft run one cohesive campaign rather than six disconnected local efforts, with each market's team briefed on the same activation goals and brand guidelines even while operating independently day to day. Event staffing and brand activation were managed as a single, continuous service line across the program rather than two separate engagements, which let College Marketing Co. shift staffing emphasis toward whichever activation format, street level or event based, made the most sense in a given market at a given point in the campaign. The Lyft engagement reflects College Marketing Co.'s capability at national scale: managing brand activation and event staffing simultaneously across major markets, coordinated centrally but executed locally in each city, from the West Coast to the East Coast within a single unified campaign.
Campus & Student Marketing
Transportation
June-September 2023