Zombies are a cultural phenomenon, and the root of the creative idea was to leverage the Zombie theme for a Halloween takeover across the entirety of the Lyft platform, both digital and physical. We wanted to put Zombies everywhere; In the App, in the cars, at office parties, house parties, and costume parties.

“Zombie Delivery” was an in-app mode in NYC and SF, that allowed consumers to request zombie-delivery to their office, home, or party. For “Zombie-Drive-Through” we set up zombification stations in top markets where our drivers could come and get themselves/their cars zombified. The “Zombie Takeover Competition” allowed all drivers, nationwide, to make their own zombie costume and enter photos to win prizes via posts to social channels.

Implementation: The execution had a pyramid structure. The BASE of the pyramid, reached all drivers/passengers, and involved changing all of the car icons on the Lyft app to be deranged roaming zombies. For the MID-TIER we turned thousands of drivers into Lyft Zombies. The TOP of the pyramid was an on-demand Zombie-Delivery in NYC and SF, featuring live-action Zombies, to individuals, office parties, and media outlets. We partnered with Skybound’s The Walking Dead, and used talent from the Upright Citizens Brigade.

Timeline: The entire campaign was focused on the Halloween weekend starting Fri. Oct 30th AM and running through Sunday.

Placement: Zombie Delivery was in NYC and SF. Zombie-Drive-Through was held in Austin, Chicago, Las Vegas, and Los Angeles. Nationally, drivers participated in the Zombie Takeover competition.

Scale: In-app reached millions of existing Lyft users. Zombie-Drive-Through touched 5k+ drivers. Zombie Delivery reached hundreds of new and existing passengers.

Lyft Zombie Halloween led to, at the time, the largest volume of rides, nationally, in a single weekend in history. Additionally, we reached a record number of Lyft Line rides in San Francisco.

We had over 65K requests for Zombie Delivery across NYC and SF markets. Through the Zombie-Drive-Through and Zombie-Takeover executions we provided personal zombie-rides to over 5K individuals.

Between NYC and SF we delivered zombies, with resulting social/press pickup, to ABC News, Complex, Forbes, Mashable, NY Daily News, Refinery29, the Skimm, The Fader, Google, Facebook, Airbnb, Pottery Barn, Starbucks, J. Crew, Gap, Brit+Co, Pinterest, Postmates, and Starbucks among others.

Impressions: 300M Media Impressions (56 Press Hits, 21 Broadcast Hits) 11M Social Impressions.