In an effort to encourage people in Chicago to use its services, Lyft is offering customers a $550 rideshare credit if they ditch their vehicle for an entire month.
In an official statement regarding the marketing ploy, Lyft said "It’s a bold, if slightly gimmicky, way to highlight the high costs associated with car ownership, while also promoting cheaper alternatives of getting around." Those who participate in the challenge will be tasked with putting their car keys away for the entire month. Lyft trusts that participants will be honest with their vehicle usage, and encourages individuals to share their journey online. According to Lyft, "We want to follow them. We want to hear their stories. We want to see how their feelings about driving have changed. We want to see if they’re saving money. We want to see if they’re having less stress. We want to see if they got more work done or were able to read a book because they didn’t have to drive."
Ride-Share Credit Contests
Lyft is Offering $550 to Those Who Dont Use Their Car for a Month
Trend Themes
1. Car Ownership Costs - By offering a rideshare credit incentive, Lyft highlights the high costs associated with owning a car and promotes cheaper alternatives.
2. Alternative Transportation - Lyft encourages people to try alternative modes of transportation by challenging them to ditch their car for a month.
3. Sharing Economy - Lyft's ride-share credit contest taps into the sharing economy trend by promoting the use of shared rides rather than individual car ownership.
Industry Implications
1. Ride-sharing - Lyft's ride-share credit contest targets the ride-sharing industry by incentivizing people to choose Lyft over their cars.
2. Transportation Services - The contest also affects the transportation services industry by promoting alternative modes of transportation.
3. Automotive - By highlighting the expensive nature of car ownership, Lyft's contest disrupts the automotive industry by encouraging people to rely less on personal vehicles.