UNDERCOVER LYFT is an award-winning YouTube series in which athletes, musicians, and actors get into the driver's seat to surprise unsuspecting Lyft passengers. It was designed to create a cultural moment and give the public another way to interact with the Lyft brand by showcasing memorable in-car experiences and collaborating with celebrities who embody Lyft's fun DNA. Each episode highlighted Lyft's core pillars of fostering relationships between passengers and drivers and creating a unique, playful experience, leading to significant media coverage and positive brand reactions. The series boosted brand awareness and engagement, with over 73 million views across social channels, 1,000 press articles, and significant increases in key brand metrics and ride numbers.