In an effort to encourage people in Chicago to use its services, Lyft is offering customers a $550 rideshare credit if they ditch their vehicle for an entire month.
In an official statement regarding the marketing ploy, Lyft said "It’s a bold, if slightly gimmicky, way to highlight the high costs associated with car ownership, while also promoting cheaper alternatives of getting around." Those who participate in the challenge will be tasked with putting their car keys away for the entire month. Lyft trusts that participants will be honest with their vehicle usage, and encourages individuals to share their journey online. According to Lyft, "We want to follow them. We want to hear their stories. We want to see how their feelings about driving have changed. We want to see if they’re saving money. We want to see if they’re having less stress. We want to see if they got more work done or were able to read a book because they didn’t have to drive."