Undercover Lyft is an online series where celebrities get behind the wheel of a Lyft and surprise unsuspecting passengers. They are slightly disguised – in most cases just a hat and sunglasses – and act as if they’re just an everyday driver. We base the content around the driver’s personality and use plenty of inside jokes that are meaningful to their fans and the audience. Throughout the ride they fool passengers with misdirects and clues that end with a reveal the passenger never saw coming.

Undercover Lyft is a hidden camera series where everyone is in on the joke but the passengers. They are unaware of what is happening, so when they enter the car they are under the impression that this is an everyday, normal Lyft ride. Lyft partners with a production company to execute the series. Lyft’s in-house creative team works closely with the directors of each Undercover Lyft episode to craft appropriate storylines that create an engaging in-car experience. They seed clues about the celebrity’s real identities through an earpiece, fostering casual conversation and giving the passengers the chance to figure out they are riding alongside a celebrity. For example, Demi Lovato coaxed her passengers into singing old Disney songs with her after she told them she was a traveling musician.Once the rides are over, the celebrities reveal themselves to their passengers for the final joke.

This video was the highest engagement of any piece of content on Shaq’s channels. With over 11M views on his FB page alone, it's the most watched video on any of his channels. The video provided a platform for him to continue building on his unique brand of humor, and drove new fans to his social pages.

Undercover Lyft featuring Shaquille O’neal results:

1,213,574,786 total impressions

1,000,000,000 press impressions

16,864,460 total views

17,231,991 total engagement

196,710,326 impressions

201 pieces of coverage (including articles from Adweek, Buzzfeed, CNN, ESPN, Esquire, Huffington Post, NPR, Yahoo Sports, and more)

The series made a positive impact on Lyft’s overall brand awareness:

Consumers’ familiarity of the brand increased by 4%,

Lyft usage increased by 2%,

Customer loyalty (competitive net promoter score) increased by 2%.