The Former Boy Band Star Drives Lyft For Unsuspecting Riders
Lyft is one of those brands that just does marketing right. From swooping in on Kendall Jenner's celebrity endorsement after Uber blocked her to creating a fun way to get around South by Southwest, the ride-sharing company knows how to draw attention.
Their latest endeavor sees the carpool company teaming up with the middle Jonas brother and his new band DNCE to give unsuspecting people rides around Los Angeles.
In this blog, Hollywood Branded looks at Lyft's new Snapchat marketing campaign featuring Joe Jonas and his band and how the future of marketing is changing.
Lyft's Snapchat Campaign
Lyft has has found tons of success with their "Undercover Lyft" series, featuring celebs like Selena Gomez, Odell Beckham, Jr., and many more. However, their latest Undercover Lyft is featured on Snapchat.
Lyft's new ad unfolds like a normal stunt ad, but in Snapchat form - aka 10 seconds at a time.
It plays like a classic hidden-camera style video that shows Joe Jonas as a Lyft driver, similar to Lyft's other Undercover Lyft videos which have featured people like Shaq and DJ Khaled. But in this edition, he picks up riders on Lyft Line, a feature that allows riders to split the cost of their ride with other passengers going the same way. He picks up passengers as well as members of his band, pulling various stunts like wearing all Hawaiian shirts, or asking them to sing along.
After a few minutes of messing with the passengers, they reveal themselves as Joe Jonas and DNCE much to the surprise of the riders.
This ad isn't groundbreaking for pulling a hidden camera celebrity prank. But what does make it groundbreaking is Lyft's move into the Snapchat marketing realm. The format of the ad is perfectly tailored to fit in with other Snap content. And the ad itself feels more like branded content than an advertisement.
What's more, the video was pushed out via the social media accounts of both Lyft and Joe Jonas, reaching millions of viewers.
Lyft is just one of many making their marketing foray into the Snapchat universe, but theirs is especially memorable by combining the element of celebrity. Brands should take notes - this is the way of the future for social media marketing.
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