Project: Winter Wonderland Vehicle Customization
MasterCard partnered with Lyft around the holiday season with the intention of creating a magical evening in New York City to surprise cardholders. What happened that night was an unforgettable surprise that left people in awe.
Pinpoint was approached to convert the outside and inside of a Lyft SUV into a “Magical Winter Wonderland” for one night that was going to pickup unexpected MasterCard cardholders to really give them a Priceless Surprise. In collaboration with Octagon and R/GA, the night included a personal ride in a decked-out Winter Wonderland Lyft vehicle, concert tickets, a shopping spree at Time Warner Center, dinner and goodies to enjoy inside the vehicle while en route to each location.
Simply put, the experience was magical. The build-out consisted of:
- Full vehicle wrap
- Textured, dimensional icicles on the windows
- Fluffy snow covering the floor
- Twinkling lights on the inside and outside
- Real birch wood “forest”
- Karaoke machine
- Flickering fireplace
- A custom glistening ice effect inside and out to make the vehicle look completely frozen
The commercial was aired nationally, and was featured on ABC only a minute after the ball dropped on New Year’s Eve.
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300,000+ video views on Facebook
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5,000+ direct YouTube views
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