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What Conan O’Brien’s Joyride Can Teach Brands About Guerilla Marketing [Video]

Celebs take a drive around LA to see what it's like to use Lyft's rideshare service.

Ross Brooks
Ross Brooks on December 13, 2013. @greenidealism

Lyft is a car-sharing service that lets strangers give each other rides, and they recently had Conan O’Brien, Ice Cube and Kevin Hart take advantage of the app to share a ride around LA. While both Lyft and TBS said that the use of Lyft was organic and not paid, this pseudo guerrilla marketing tactic is a great example of how an app can market itself in a way that shares real-life experiences – instead of stiff corporate case study videos.

The video is just over nine minutes, during which the trio pick up some necessities at a local convenience store and pay a visit to a Wendy’s drive-through. While the company doesn’t condone all of their behaviour, Conan and his crew got the full Lyft experience, fistbumps and all.

For those who think attracting celebrities to use their app or service might be too much of a challenge, there are plenty of other option that include YouTube stars or local celebrities. Even a video with people who aren’t famous having fun is more likely to resonate with your customers than a stiff video that makes them cringe at the thought of your brand name.

If you’ve got 10 minutes to spare, the video is well worth a watch, and will be sure to brighten up your day:

Lyft

TOPICS: Advertising, Branding & Marketing
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Ross is a freelance writer who specializes in topics about the environment, architecture, art, design and creative tech. He is passionate about making a difference with his writing, whether that’s to encourage social change, promote a great idea, or just share a little bit of beauty with the world. You can also find his work on Inhabitat and Techly.com.au.

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