Don’t be an asshole on a scooter

Lyft is the country’s second-largest rideshare company, providing over a million rides per day. In 2018, Lyft entered the electric scooter space as an operator, but there was one problem: people were acting like assholes who had never ridden a scooter before and loss all sense of human decency. Cities were being run over by these scooters without a manual for how to co-exist with pedestrians.

The 2019 SXSW festival in Austin presented an opportunity for Lyft to be the brand that introduced commonsense manners to scooter usage. We launched the concept of Scootiquette with a 25-page interactive guide, basically the most badass little booklet chock full of easter eggs distributed by street teams and accompanied by an activation intended to win goodwill. The series of Scootiquette tips were amplified on Instagram and Twitter by our influencers. Tacos were also involved. Tacos are always involved.