The Big Game just got prehistorically bigger. To support Comcast’s Xfinity’s first-ever national Super Bowl campaign, Lyft Ads is working to bring the world of Jurassic Park to life in the Lyft app and on the streets of San Francisco.
In the new spot running during the third quarter of the Big Game this Sunday, Xfinity will humorously ask millions of viewers, “What if Jurassic Park had worked?” To celebrate the launch of such a memorable campaign, the brand turned to Lyft Ads for help in bringing some movie magic to its riders. When booking a trip this past week, Bay Area Lyft users had the chance to take a spin in vehicles wrapped to resemble the iconic off-road tour vehicles from 1993’s Jurassic Park. Each car’s interior came complete with memorabilia from the beloved film like night vision goggles, shaving cream cryo-cans, visitor passes and more. Lyft Ads Studio, the company’s dedicated in-house creative team, worked hand-in-hand with Xfinity to ensure a one-of-a-kind customer experience, and the fun doesn’t stop there.
On the day of the Big Game, February 8, the Jurassic Park-wrapped tour cars will make appearances near Levi’s Stadium in Santa Clara between 10:00 a.m. – 6:00 p.m. PT. Lucky sports fans, tailgaters and passerby alike will have the opportunity to experience the cars first-hand and partake in surprise giveaways transforming a seemingly ordinary brand encounter into an unmissable fan experience.
Partnering with Lyft means brands can have in-person and in-app reach too, so this weekend Xfinity will be taking advantage of a medley of Lyft’s innovative digital ad formats optimized by Lyft Ads’ product and engineering team and Lyft Ads Studio. Starting today, riders will see sponsored in-app video and miniature Jurassic Park map vehicles during their journey as well as a tyrannosaurus takeover of a map splash.
The partnership showcases how Lyft Ads continues to bridge the gap between digital attention and real-world action while providing a seamless customer journey. By combining unforgettable wrapped vehicles with engaging in-app placements, brands like Xfinity can create immersive experiences that break through the noise of even the largest cultural moments and captivate audiences through multiple mediums.
"The Super Bowl always presents a unique opportunity for brands to connect with audiences in meaningful ways," said Shane Dwyer, Head of Sales at Lyft Ads. "Our work with Xfinity demonstrates how we can help advertisers create customer experiences that are larger than life. When you combine the cultural power of an IP like Jurassic Park with our physical vehicle wrapping and digital ad offerings, you're not just capturing attention, you're making the ride part of the adventure."
“While millions of people are tuned into the Big Game watching a reimagined world of Jurassic Park that only could have been done with Xfinity’s fast, secure WiFi, we knew we needed a partner who could help bring the Jurassic Park experience to life on the ground too. The Lyft partnership creates a high impact experience in San Francisco for customers and fans and makes the connection to the technology that Xfinity delivers to power millions of customers every day,” said Jon Gieselman, Chief Growth Officer, Connectivity and Platforms, Comcast.