Content brand of the week: Lyft, the brand taking customers on an emotional ride

Lyft? Could be anything, a new type of elevator? Or maybe a bodybuilding brand?

Actually Lyft is a ride-sharing app that is taking the US (and the UK to a lesser extent) by storm.

Ridesharing, you mean like cadging a space in someone’s car on the way to Glastonbury?

Well maybe ride-sharing is a bit of a misnomer, it’s really more of a peer-to-peer taxi network, used for short distances within cities rather than long-haul. Lyft works on a similar model to the incredibly successful one established by Uber and Hailo. A model that has turned fair play into ‘a mugs game‘ according to the founder of Hailo.

So why should Lyft get my custom after a night out, rather than the other two?

Lyft’s main USP is that it makes the experience more personable. An Uber or Hailo ride is just like any other cab ride, if a little cheaper and more convenient, but a Lyft ride is a positive, exciting meeting of two people. That’s the message you get loud and clear from the brand’s content at least.

Makes a nice change from all the horrible press about these types of companies.

Indeed. Lyft is clearly very aware of how unpopular Uber (and its CEO Travis Kalanick in particular) is making itself and is using content to communicate a more friendly persona. We love these touching tales from the brand site’s Stories section.

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That makes me feel all warm and fuzzy.

Well there are more stories on the site, including the remarkable tale of how a Lyft driver became the best man at a couples wedding, just for picking them up on his way home.

Let me guess, their love kept Lyfting him higher?

And it doesn’t end there. The brand’s social accounts also push the feelgood message. Here’s a pic of Lyft’s drivers helping out a charity.

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Of course it’s not all plain-sailing. When you’re as visible on social as Lyft then you have to expect a certain number of disgruntled responses too, and not just from customers. The comments on this album about Lyft drivers doing good in their community are dominated by an irate driver who is not impressed about being kicked off the service.

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Overall though, the consumer rep handles it with consummate professionalism and politeness. Unlike this guy.

Looks like this Lyft is going up!

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More from Tom Owen
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Author: Tom Owen

A strategic storyteller and compelling content creator, awash with acuity and adept at alliteration. I work for Speak Media.

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