Viral cultural campaigns

Goals

To obtain examples of campaigns (not older than March 2019) that went viral after a brand inserted itself into current cultural conversations with creative ideas/one-offs. The following brands should be excluded: beverages (unless it is a beer, wine, or alcohol brand) quick-service restaurants (unless it is a Pepsi Pour) and snack brands (except gum or candy).

Early Findings

Lyft — "America is an Idea, Not a Geography"

  • In July 2019, Lyft, a ride-hailing company, announced that it "will be donating $150,000 in ride credits to support immigration groups across the US in the next six months."
  • This campaign arrived at a time when the United States was engrossed in a race-related controversy that involved President Donald Trump.
  • Lyft also collaborated with Raices to provide legal services to immigrants. Launched with the tagline “America is an Idea, Not a Geography,” the campaign shared stories of drivers who work for Lyft and have come to the United States from other countries.
  • In addition to donating $150,000, Lyft riders were given the opportunity to round up payments for rides "to the nearest dollar and donate the difference to Raices, the company’s not-for-profit partner."
  • Just two weeks after the campaign was launched, it generated 35 million impressions. The campaign also had more than three million content engagements.

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