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From the 15th Annual Shorty Awards

Lyft’s Pete Davidson Tweet

Gold Honor in Real Time Response


Rideshare company Lyft is on a mission to reshape the brand towards iconic cultural relevance targeted at a social-first Gen Z/Millennial audience.

As Lyft’s brand marketing social AOR, the Coolr team creates regular content and is ‘always on’, searching for proactive and reactive opportunities to get the brand noticed across TikTok, Instagram and Twitter.

Enter Pete Davidson, the Staten Island native who in a decade has gone from unknown standup to writer, movie star, SNL regular…and the internet’s most contested modern day sex symbol. For every person admitting to a crush on him, another - mostly men - is equally baffled by his appeal.

When Pete and Kim Kardashian broke up in August 2022 after nine months of dating, speculation and jokes about who he would date next sent Reddit, Twitter and TikTok into overdrive.  

Knowing that sooner or later Pete would be spotted with his next girlfriend in tow - and convinced it would blow up and become a cultural moment - we were on high alert listening in to the social chatter!

Our main objective for the campaign was to connect Lyft to a pop-cultural social media moment - that wasn’t overly branded - and put humor and relatability at its heart.

Strategy and Execution

Having swept a string of successful and beautiful women off their feet with his ordinary guy vibes, the world has become obsessed with Pete’s prolific love life. 

After his high profile romance with Kim Kardashian ended in August 2022, we knew it would be only a matter of time before the lanky loverboy stepped out with his next high profile girlfriend. A couple of months later and our hunch turned out to be spot on. 

Our strategy was to make Lyft part of everyday popular culture, getting involved in a natural conversation in a sassy and witty way. 



Our objective was simple: 

The results speak for themselves (see attached visuals)


Entrant Company / Organization Name

Coolr, Lyft


Entry Credits