For the release of the shark thriller film, THRASH, Netflix wanted the premiere to feel like a cultural moment rather than simply another title entering the streaming landscape.
The challenge was to capture widespread attention on release day while giving audiences a reason to actively engage with the film. Netflix wanted to move beyond passive impressions and create an experience that could translate the energy of THRASH into a memorable brand interaction.
To bring that idea to life, Netflix and Lyft Ads launched a one-day national campaign on April 10, 2026, combining dominant pre-request visibility with an interactive experience during the ride journey.
The activation began with a full Map Splash, capturing attention as soon as riders opened the Lyft app. A custom Map Takeover extended Netflix’s presence across the pre-booking experience, giving the brand ownership of the map throughout the day.
Netflix then became the first advertiser to use Lyft’s Interactive Ads. The Shake-to-Reveal experience invited riders to physically shake their phones to unlock exclusive content, extending the campaign from broad release-day awareness into active participation.
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Netflix’s campaign generated 6.76 million custom map impressions across the Map Splash and Map Takeover, reaching more than 2.8 million unique riders and allowing the brand to own the map experience throughout the rider journey.
The first-to-market Interactive Ads delivered more than 4.1 million impressions and nearly 2.9 million completed views. The placement achieved a 69% video completion rate, performing 38% above standard video completion benchmarks.
Riders also actively engaged with the Shake-to-Reveal experience, generating more than 263,000 shakes and a 6.34% shake rate. Together, the results show how entertainment brands can use the ride journey as more than a reach channel, pairing high-impact launch-day visibility with interactive creative that turns a title release into a participatory brand experience.
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Sources: Internal Lyft Data, 2026.
