Lyft sought to break into and grow their college student business with a purely digital campaign focused on promotional ride codes and coupons.
Our College Explorer Series™ revealed that college undergrads spend over $14 billion on ride share services. As the industry experts in this digitally native audience, Refuel was the natural choice for a national 360° campaign promoting an app-based service.
As a truly digital 360° campaign targeted to college students nationwide, this initiative was successful in driving new riders as well as increasing rider frequency over the academic year. Refuel captured this information using promotional codes and coupons, seeing an increase in coupon use increase over 7x and an increase in promotional ride redemptions of more than 42x.
Using new insights from our most recent College Explorer Series™, we combined a variety of offline and online strategies to create a comprehensive campaign for Lyft. This initiative successfully drove student downloads and increased both new and frequent riders.