The challenge
Prank Your Pals. On Demand.
Cunning Projects reached out to the Brilliant Champions team to create a highly entertaining viral video and experiential marketing stunt for Lyft on April Fools' Day 2016.
Activated in Lyft’s three largest markets, Los Angeles, New York City, and San Francisco, we managed the operations of live a viral campaign corresponding with a special "Prank Mode" feature on their app.
The solution
Chickens & BACON!
We knew upfront that Lyft has a great sense of humor. They specifically wanted a campaign that would lead to press as well as motivate social sharing.
In collaboration with the Cunning Projects team, we developed two elaborate pranks using sound engineers, improv actors, live chickens, and hundreds of bags of bacon. We caputured footage of the live pranks unfolding on April Fool’s Day, featuring random Lyft riders getting pranked by their friends.
The results
GONE VIRAL, BABY!
Lyft loved the video! Top media outlets covered the campaign and created industry buzz as the top corporate prank pulled off across the country!
Recognizing the media and viral success, Lyft created their own Youtube channel called Undercover Lyft as well as experiential campaigns like #LyftGhostMode to launch the new Ghostbusters movie in Boston, Los Angeles, New York City, San Francisco, and Washington, D.C.
Production Notes
- 6 "prank cars" equipped with hidden cameras
- 60 person production crew
- Over 30 extras in each market.
- Live video streaming & social media interactions
- 4 live chickens
- 100lbs of bacon (mmm, bacon...)
- Special effects makeup artists on site
- Trained animal wranglers