Bush’s Beans brings holiday energy to the 4th of July with custom in-app game

To maximize visibility during the peak summer holiday season, Bush’s Beans set out to own the 4th of July moment, specifically targeting riders around the energy of the Nathan's Hot Dog Eating Contest. The goal was to integrate the brand into the national holiday conversation and spark a craving for their product during a key grilling occasion. The challenge was to cut through the massive holiday media clutter and convert excitement into engagement.

Lyft developed a 360-degree campaign that leveraged the high-dwell time of the ride-sharing experience. The solution centered on a fully custom, recipe-reward game called "Bush's Beans Beansweeper," paired with sponsored map takeovers that placed virtual cans of beans on the rider's map. The campaign included digital ads and was amplified by IRL fanfare, including bean-wrapped cars at the contest site and public relations efforts.

The campaign successfully captured riders' attention with a highly interactive, custom experience. The "Bush's Beans Beansweeper" game saw exceptional engagement, achieving an impressive 87% Game Completion Rate. Users spent an average of 41 seconds actively engaging with the content. Furthermore, the campaign effectively drove users down the funnel, with a strong 62% Redirect Rate from the game's call-to-action (CTA), resulting in 8,755 Total Clicks and generating significant social buzz across multiple platforms.