Lyft and Universal Pictures Tease New Trolls Movie Through Historic Partnership with Lyft Media’s Omnichannel Network of On-Car, In-Car, and In-App Advertising

Lyft and Universal Pictures have teamed up to promote DreamWorks Animation’s upcoming film, Trolls Band Together. On November 10 and November 17, Trolls will take over the Lyft map, timed to the film’s release on November 17. Where riders usually see a car icon traveling within the app, they’ll now see Tiny Diamond, the Trolls character, on the way to and from destinations. This is the first brand takeover of the Lyft map through Lyft Media. It’s part of Lyft Media’s expansion to enhance the customer experience in the Lyft app and provide more opportunities to advertisers. 

Lyft Media’s omnichannel network brings maximum exposure to the Trolls brand with this map takeover, with exposure to Lyft’s 22.4 million active riders. In addition to branded and wrapped vehicles, branded out-of-home bike and scooter stations, and in-app advertising, including video advertising on Android devices. Lyft riders check their phones roughly 9 times during a typical Lyft ride — looking at their route, drop-off info, ETAs, and tipping options, so they'll see Poppy on the map every time they check their app.

“As we continue to test new and exciting formats, we are thrilled to partner with Universal Pictures,” said Matt Trandall, Lyft Media’s Head of West. “The Trolls franchise is such a fun and playful brand that shares a similar ethos as Lyft. We are excited to bring this energy to life on the Lyft platform." 

Lyft also joined Universal Pictures at TrollsFest — an immersive fan event in Los Angeles. With playful visuals and strategic ads, this first-of-its-kind campaign embraces the fun that awaits audiences in theaters. 

Trolls is taking over the Lyft app nationwide – the first Lyft Media brand takeover in Lyft’s history. 

Lyft riders will see a static ad for the new Trolls movie and Android users will see both static and video ads for the film. 

Lyft partnered with and paid drivers to wrap their vehicles in Trolls branding.

Lyft is the largest bike share operator in North America. Bike and Scooter stations were wrapped and branded with advertisements in New York, Chicago, and California. Lyft has 3,250+ stations and 47,000+ bikes throughout NYC, Chicago, and the Bay Area alone.

Lyft joined Universal Pictures at TrollsFest in Los Angeles, California. 

Lyft Media launched in August 2022 and recently expanded to in-app advertising in August 2023.  Lyft Media’s products are available in the app nationally, across in-car tablets in 12 markets, on-car digital screens in 5 markets, and across 4 bikeshare markets.

Learn more about Lyft Media here. 

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