As Lyft builds its ad business, here’s why the ride share company views its offering as ‘digital retail’
If you took a Lyft earlier this month, you might’ve seen a Trolls character rather than an animated car make its way to you on the app as you waited for your driver.
The Troll animation, a first for Lyft as it continues to grow its ad business since launching last year, is just one element of a larger advertising campaign in partnership with NBC Universal with the ride-share company that includes wrapped cars, bikes stations and in-app ads to tout the November 17th release of Trolls Band Together.
The Trolls campaign is emblematic of how the rideshare company is thinking about its advertising strategy and offering, according to Lyft chief business officer Zach Greenberger. “We’re serving digital advertising, digital rooftop ads, we wrapped cars, we did things at the movie premiere [on November 15],” said Greenberger, of the efforts beyond the in-app character icon animation and takeover. “It’s representative of how we’re thinking about our omnichannel solution as an opportunity to create very creative and engaging opportunities with clients.”
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Source:: Digiday
