Task:
Support Lyft in engaging college students by throwing a fun event aimed at raising brand affinity and increasing new app downloads.
Overview:
This was my first “big” project at REC and came with a lot of firsts - my first time booking headlining talent (Sango), my first time pitching a marketing activation to a national brand, my first time planning/executing a 600 person capacity event, and my first time working with our production partners to bring in additional lighting and audio to amplify the venue.
As a young project manager looking to make an impact at the company, this project gave me a lot of confidence that I was able to build off in the years to come, especially in areas such as talent booking, client communications, event planning, and media production.
Process and Results:
When Lyft approached us with a desire to engage college students, our team started to brainstorm the event we would want to go to as young 20-year olds. We chatted through the talent, venue, associated costs, and how we could design the event to align with Lyft’s brand identity. We felt strongly the event should have headlining talent, free entry plus a complimentary ride to the venue by downloading Lyft’s app, and branding the event in a way to lean into Lyft’s neon pink/purple aesthetic.
Once we got the green light on the event direction and budget, we got to work on confirming a date, engaging talent on their availability, and the venue production plan. From there, we tackled the graphic artwork, rollout plan to push rsvp’s, and our media team’s plan for recapping the event and sharing real time photos with attendees while on-site.
After the main logistics were squared away, we confirmed some additional elements like a live painter and a custom photo booth activation to take the event a step further. From there, it was all about the day of execution and our contacts were thrilled with how smoothly the full capacity event ran and the amount of app downloads the event garnered.
"REC Philly's industry experience and creative input was key to the success of Lyft's Amp2Amp Music Experience. From sourcing the talent to the venue design, REC Philly made the event planning and execution seamless." - Rachel Zydyk Rachel Zydyk Senior Marketing Associate, Lyft
