Our objective was to create a new series to promote hot new music releases. The plan was for popular artists surprise Lyft drivers and share unreleased music from upcoming projects.
For our first episode, we featured grammy-awarded artist Young Thug.
We recruited real Lyft drivers who believed we were filming a video about “Music and the Rider/Driver Experience.” Using this pretext we were able to find drivers who are also fans of music and Young Thug.
We primed them for the shoot by asking them music questions before they pick up Young Thug.
All drivers recruited were completely surprised to discover that the rider they had picked up was Young Thug. Each driver was able to spend exclusive time with Young Thug in the car and connect with him about his upcoming album.
