Lyft deck Jan 2015

1. Lyft & Driving is a DRAG
Meeting Agenda
Jan 29, 2015

2. Agenda
• Erik Koral Background
• Rates
• Other Issues
• Driving is a DRAG - Case Study
• Marketing Suggestions
– Pimp My Lyft
– LyftCompete
– Celebrity Power

3. Erik Koral - Background
• 15 Years of digital marketing experience working with artists, events, celebrities, tech and
other entertainment properties.
• Ran boutique marketing and consulting agency, FanManager for 9 years. Specialized in
social media and fan engagement campaigns.
• Worked with 110+ clients such as; Intel, CJ Entertainment, Shakira, Depeche Mode, Black
Eyed Peas, Phish, The Michael Jackson Estate, The Doors Estate, Victoria Justice, Infected
Mushroom, The Crystal Method, Harmony Music Festival, House of Blues, Live Nation, etc.
• Developed robust propriety fan management software, FanManager.net, which hosted
data for over 100,000 street team representatives around the globe.
• After closing down my marketing agency last year due to shrinking budgets from major and
independent record labels, I needed to find a new source of income. Working my own
hours and the creative spirit of Lyft attracted me immediately. I became a driver last July.

4. Current Rates
• My initial letter which you received in November was sent in
frustration over rates being cut for drivers after summer, 2014.
• Drivers funded my trip up here in 5 hours to be their voice.
• Morale among the driver community has been low.
• Long term drivers were making double a year ago.
• Are there plans in place to increase driver pay?
The Lyft driver community is your most important marketing asset
and your brand ambassador army. There needs to be more
incentives in place to keep them engaged and continuing to
build brand equity.

5. Other Issues
• Cuts in marketing programs in many cities.
• Support response time lag.
• Splitting up of the official Facebook lounges.
• Power bonus is dangerous.
• New Years Eve had very little if any business in Los Angeles.
• Long wait time between rides in Los Angeles.
• Oversaturation of drivers in certain markets.
• Lyft’s Instagram “search” feed is polluted with promo codes.
• Facebook marketing is mostly “inspirational” photos.

6. Driving is a DRAG Case Study
• Created my themed Lyft experience “Driving is a DRAG” in early August 2014 and was inspired by
other Lyft creatives such as DiscoLyft, HipHopLyft, LebowskiLyft, etc.
• My passenger experience was something to the effect of “Cash Cab meets Taxicab
Confessions meets Borat – In DRAG”
• Decorated my car with pink eyelashes, beads, teddy bears, logos on 3 points around the
car, funny headgear, and pink LED lights – all to match with Lyft’s pink mustache and theme.
• People were completely unaware that my drag queen alter ego, Erika Simone, was coming
to pick them up and would walk right by my car when I arrived.
• I would hop out of the car and say “Hey Babe need a Lyft?” People fell down laughing
every single time.
I also signed up as an Uber driver as well to test my concept and to do market research starting in
December and the reaction has been the same. This was also to get a balanced view of both
companies. However, I am firmly in Lyft’s corner and only want to see Lyft win!

7. Passengers really really REALLY
loved taking selfies in the car.
This was social media gold for me & Lyft

8. Hundreds of 5 Star Reviews
“Erika Simone was an awesome driver! He was very funny and entertaining! I really liked the way he had the
inside of his car decorated. It was very cool and unique and I would love to have him give me another lyft. 100
stars for Erika Simone!!!!!!!!!”
“Erika had a great theme going on in the car. Lots of Pink and tiaras and her taxi uniform was amazing along
with the service. Such a great concept and made the night even more fun!”
“So amazing!! Dressed up as a drag queen. FUN!”
“He's so amazing. That was the most amazing LYFT”
“Very professional, had a blast.”
“The best ride of all!! So much fun! And full of surprises!”
“Great ride! Entertaining in what we want”
“Amazing! Wonderful trip.”
“Awesome ride! Probably the best Lyft ever!”
“One. Word. AMAZING!!!”
“You were awesome! :D new favorite lyft driver!”
“Wildest ride of the year, must try”

9. Major Takeaways From My
6 Months on the Road
• Average demo - very socially media savvy females in the 19-23 age
range who couldn’t wait to Tweet, Facebook, Snapchat and Instagram
pictures of their experience immediately as it was happening.
• Most passengers were completely unaware that themed Lyft cars
existed but thought that this was an incredible surprise.
• I was their first themed car 100% of the time.
• Passengers said they would pay extra for this type of experience.
• Passengers wished that they could request me via the app.
• Most passengers were also surprised to see my car sporting the pink
mustache on the front of it, as most drivers had abandoned it.
• Passengers are loyal to Lyft because they love Lyft drivers. They are not
kind with words about Uber, Uber drivers or Uber’s surge pricing.

10. Before we move forward
I have 3 marketing ideas to share with you that
are potential “Uber Killers” (and more).
• I believe with my 15 years of marketing
experience and my own experience as a
driver for 6 months could make me a key
asset to your marketing team.
• I am hard working, focused, and driven by
entrepreneurial spirit. I am also a leader.
• I truly believe in the Lyft brand and want
nothing more than to see you WIN!
• I have been trying to figure out my next
career path after leaving the music business
last year and Lyft’s culture seems like a
perfect fit for me. Young, hungry and
creative.
• I also love San Francisco and would move
here in a heartbeat!

11. Pimp My Lyft
There needs to be a new vehicle (pun intended) for Lyft to court millennials.
Lyft needs to become THE lifestyle brand for ride share for this generation.
Most millennials spend more time on YouTube than on any other platform, including TV.
IDEA #1: Reboot the massively popular MTV show “Pimp My Ride” as a short format weekly
show called “Pimp My Lyft” on YouTube. Take regular Lyft drivers and make them themed
drivers. You need a captivating host, and I see no better ambassador than bringing back
Xzibit himself. This show will reach a global audience online and all current and new Lyft
drivers will be inspired to create their own themes.
Imagine a landscape where over half of the Lyft driver community has a theme. The word of
mouth created on the street and in the press will be unmatched and ten times what it is
today. Theme drivers are what set Lyft apart from your competitors.

12. LyftCompete
IDEA #2 : CREATE A GAME within the app called
LYFTCOMPETE! Re-engage the Driver Community
• Every Lyft driver has a mounted smart phone and is capable of
taking high quality photos and videos. Each Lyft car should be
looked at as a “content factory.”
• If you have 100,000 drivers sharing lots of content each day and
have incentive to do so, the social media reach will be massive.
• Reward drivers for creating great Lyft content and sharing it among
their own social media accounts.
• Reward drivers for uploading pictures of street team work such as
distributing handbills, stickers, promo cards and posters.
• All content fed through LyftCompete will be automatically
watermarked with Lyft logos and hash tagged with tags such as :
#lyftlosangeles #lyftisthebest #wehavelyftoff.
• Great content also re-shared on Lyft’s social media properties.
• Drivers are not only rewarded for sharing content, but for
other metrics such as pickups, referrals, hours on the road,
tips earned, 5 star reviews, and more.
• Perks include; monetary bonuses, car washes, Lyft gear, trips to
meet John Zimmer, shopping gift cards to specialty stores to create
your own Theme Lyft car, etc.

13. Celebrity Power
IDEA #3 : Lyft needs celebrity brand ambassadors
• Celebrities were a HUGE reason companies like Beats By Dre became massively popular. BBD
sent free headphones to rappers, celebrities, athletes, and more. The press took photos of
these celebs wearing the gear and they became $300 fashion accessories.
• Lyft already has it’s own celebrities; Batman, The Dude, Catwoman, Erika Simone, and more.
• Imagine this scenario : Have a Lyft celebrity pick up a REAL celebrity like Robert Downey JR
and drop him off at the next red carpet event. RDJ steps out of the car and puts on the Iron
Man helmet and it becomes a massive publicity stunt not only for Lyft but for Robert Downey
and his team. The press will take pictures that will end up on every blog and website around
the globe.
• If Lyft can create a few other PR Stunts like this I see no reason why Lyft can’t become a
lifestyle brand in the very same manner.

14. Contact Information
Erik Koral
aka / Erika Simone
310-714-7761
drivingisadrag@gmail.com
http://www.drivingisadrag.com