Deliver a stand-out presence in Park City to drive awareness and excitement for Lyft via a sequence of Sundance events
As the official ride share partner of Sundance for the second consecutive year, Lyft needed to position themselves as a supporter of the entertainment industry and the transportation choice for key influencers, creatives, and entertainment execs attending the festival. To create a unique, buzz-worthy presence, we developed four days of passenger and tastemaker-facing programming. Blending design and functionality, we built out a two-story lounge that was open to the public by day with a hot chocolate bar, a Lyft-inspired bobsled photo moment, and Park City survival essentials.
By night, the space served as a venue to host cocktail parties and dinners, including a dinner with UTA and the Snapchat executive team that featured a special acoustic performance by Sam Harris of X Ambassadors. An industry Welcome Party joined A-list guests for a DJ set by Nancy Whang of LCD Soundsystem. With a focus on digital amplification beyond the festival, we joined forces with NVE-owned company, The Future Party, to develop an influencer engagement strategy that involved an invitation-only outing to High West Distillery for a mixology and gifting experience for 20 target influencers.