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In 2012, ride-sharing leader Lyft (LYFT) began building a transportation network uniquely capable of scaling autonomous vehicles. This self-driving division was dubbed Level 5. While AVs were growing in awareness, the category was arguably still being created in earnest, and Lyft wanted to plant its flag as a leader. Its marketing department knew that a technical content program was key to differentiating its technology and thought leaders, so it enlisted Alloy in 2020.
Our tech marketing agency partnered hand-in-hand with Level 5’s marketers to create a content calendar that unpacked hot AV topics and gave stakeholders a glimpse into what Lyft’s engineers were building as it aimed to provide safety and accessibility for global riders.
The technical content marketing program included SEO-rich blogs and long-form content pieces that both verbally and visually illustrated Lyft’s industry leadership and product capabilities.
The awareness and engagement campaign was successful at capturing mindshare among riders, drivers, influencers, top-technical talent/recruits, as well as strategic partners. In fact, Lyft’s first-ever Voluntary Safety Self-Assessment (VSSA) Report was widely covered by media, including Engadget and Forbes.
In 2021, the success of Lyft’s AV technology, world-class engineers and technical marketing efforts led to Woven Planet, a subsidiary of Toyota, acquiring the self-driving division for $550M.
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