Xfinity delivers 42.8M digital impressions with a Big Game takeover on Lyft Ads
Xfinity's 2026 Big Game campaign asked viewers, “What if Jurassic Park had worked?” The spot ran during the third quarter of the Big Game on February 8, putting the brand in one of the most crowded media windows of the year.
The challenge was making that TV investment work beyond the spot. Xfinity needed to keep the campaign visible as fans traveled across San Francisco, moved between events, and headed to the stadium. Lyft Ads connected the Jurassic Park creative idea to the real-world movement around the weekend, reaching riders in the app and on the street as attention shifted from screens to destinations.
Xfinity and Lyft Ads launched a national campaign aligned to the NFL playoff and Big Game calendar. In-app media ran across Wild Card Weekend, Division Finals, Conference Championship, and Super Sunday weekend, from January 10 through February 9.
The campaign used Map Ad Takeovers, Map Splash, Map Vehicles, and In-App Video to reach riders across the Lyft experience. Xfinity owned 25% share of voice on the Lyft home screen during key flight dates. During Super Bowl weekend, riders saw a custom Map Splash animation before the experience transitioned into Xfinity x Jurassic Park Map Vehicles across the map.
Lyft Ads also brought the campaign onto the streets of San Francisco. Eleven wrapped vehicles ran February 2-8, including cars near Moscone Center, The 1 Hotel, and the stadium, plus two wrapped Lincoln Navigators providing VIP rides to Xfinity events and the Big Game.
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Xfinity’s campaign generated 42.8 million digital impressions and 7.3 million car wrap impressions, extending its Big Game creative from the TV screen into the Lyft ride journey and the streets around the game. In-App Video served 4.7 million rides and delivered strong engagement, with Ride CTR reaching 11.74%, outperforming Lyft’s CTR benchmarks. Map placements also exceeded planned delivery, with the weekend takeover generating 9.9 million map impressions. A Nielsen brand lift study confirmed the impact went beyond engagement: Xfinity saw lifts in ad recall, favorability, and consideration, including a +13 pt lift in ad recall among adult rideshare users. Together, the results show how brands can extend a major TV investment across the full ride journey as riders move toward what comes next.
Internal Lyft Data, 2026; Nielsen Brand Lift Study, 2026.
