2017 Lyft and Kargo Round Up & Donate mobile campaign

Lyft, a ridesharing app, capitalized on the #DeleteUber moment to encourage users to make $7m worth of philanthropic donations.

Campaign details

Brand: LyftLead Agency: Digitas

Strategy

Objective

An estimated 200,000+ people took action in the #DeleteUber movement and brought rideshare ethics to the forefront of the American psyche. With that, Lyft's exposure skyrocketed; but how does the challenger react?

Lyft chose to focus on the people and the product, highlighting positive contributions to society. In Q2'17, Lyft launched its proprietary Round Up & Donate feature, enabling anybody to make a philanthropic contribution with just the click of a button.

Mobile reach would be pivotal to put legs behind the program. Round Up & Donate is inherently...

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