In an unexpected cross-promotional move, car service Lyft has teamed up with Canada's most notorious teen pop heartthrob to promote the Justin Bieber Purpose album.
Lyft users will have a chance to buy Justin Bieber's Purpose the day before its official release. By switching into 'Bieber Mode' on their Lyft apps, users will be given the option to purchase a $5 copy of the new album along with their ride. They'll also receive a $5 credit toward their next Lyft ride. To promote the Justin Bieber x Lyft collaboration, Bieber rode along with a Lyft driver for a day, surprising and greeting unsuspecting customers.
Lyft is known for its highly relevant pop cultural promotions, including DeLorean rides for Back to the Future Day and on-demand zombies on Halloween, so it makes sense that the driving service is joining in on Justin Bieber's big moment.