Navy Recruiting Command Takes Wheel in Lyft App for 250th Birthday Celebration

In celebration of the US Navy’s 250th Birthday, Navy Recruiting Command has launched a nationwide, virtual media buy takeover of the Lyft ride-share app, providing anyone who requested a Lyft ride on the launch day with a chance to take part in the birthday festivities.

More specifically, when a Lyft rider anywhere in the US opened the Lyft app and accessed the Ride Request screen, the user could see a Navy 250th Birthday banner. Then, when viewing available rides, users would see Navy ships and aircraft instead of the usual Lyft vehicle icons. Once users requested a ride, they would view a short Navy video with branded messaging. A button and call-to-action invited riders to Explore Navy Careers.

The campaign was developed by US Navy Recruiting Command and its marketing and advertising partners VML and Wavemaker, a WPP Media Brand.

“For 250 years, the Navy has been a symbol of strength, service, and forward motion,” said Rear Adm. James Waters, commander, Navy Recruiting Command. “Partnering with Lyft allows us to celebrate that legacy in a modern way – meeting Americans where they are and reminding them that our Navy’s story is still being written by those who answer the call to serve.”

“More than 26 million Americans actively use Lyft to get where they’re going,” added Ryan Blum, chief creative officer at VML. “And for 250 years, the Navy has used its fleet to move this country forward. Now we’re fusing those two forces – turning carriers and fighter jets into the ultimate ride and showing what’s possible when you choose to be a Sailor.”