Riding the “Cowboy Carter” Wave: Beyhive, Lyft, and Uber
Yeehawww! Get a Lyft from Beyoncé following the arrival of Act II – Cowboy Carter. In the electrifying hive of anticipation that surrounds a Beyoncé album release, the digital world is at a standstill – WOLRD STOP! Carry on. Not only by the mere mention of new music, but by each beat and move in the strategic promotional dance linking superstar stardom that is Queen Bey with savvy consumerism.
Nowadays, album releases have the ability to create full-fledged cultural events, complete with merchandising, memes, and more. Possibly most importantly—engagement from on-demand service providers, thanks to the combined power of social media and streaming platforms.
Lyft has entered the chat!
For example, ride-sharing giants Lyft and Uber have jumped into a promotional rodeo to catch the attention of the Beyhive ahead of the upcoming release of Beyoncé’s Cowboy Carter. In the wise words of Beyoncé, “always stay gracious, best revenge is your paper”. Cowboy Carter is out now, March 29th courtesy of Parkwood and Columbia.
In doing so, Lyft has rode onto the scene offering Cowboy Carter cowboys and cowgirls nothing less than a ride of a lifetime. Riders who use the code ‘SPAGHETTI24’ on March 29th, on the rave release day of Cowboy Carter, will enjoy a substantial fifty percent off on their trips. The offer is good until 11:59 PM and is good for one ride, with the discount capping at $20.
Lyft doubled down on the sass after a fan suggested “Now offer 50% off rides for 3/29 to whack em.” However, Lyft teased “other code drops soon!” Additionally, Lyft responded to Uber’s announcement on Twitter, saying “crumbs were left,” which many took as a bold reply. Honestly, this promotional tool was masterfully crafted to elevate the listening party experience. Serving as a sophisticated sidekick for confident riders traveling through the sonic surroundings of Beyoncé’s soundscape.
Beyoncé, Uber, and Lyft are calling all cowgirls and cowboys
Not only have the discounts drawn attention, though; Lyft’s appetizing response to Uber’s offer on Twitter generated a lively debate online. Surprisingly sassy for a company that has always leaned more toward the “ride” side, it shows the kind of competitiveness Beyoncé can motivate. It also makes us wonder what lengths brands will go to in order to gain recognition from the Queen, as well as what lengths they will stop at to get a piece of her spotlight.
Uber is offering “16 Carriages”
Uber, not one to be sidelined at the roundup, doubles down on its ten-gallon hat with a discount of their own. The fitting featured promo code titled ’16CARRIAGES,’ offers 16% off rides during the album’s blessed window of release. Riders can use the one-time code from 9 PM EST on March 28th to 12 AM. EST on March 30th. For Uber, the discount caps at $16, and users can only use the code once. While their percentage may be gentler, Uber’s roots are deep, and one should never underestimate the effect of a trusted stallion in the rough-and-ready world of city rides.
With that being said, it’s not just about price or convenience. It’s about a common experience, an intangible bond with the journey of an artist that we incorporate into our own lives. For the Beyhive, the purpose is to put together a night that pays tribute to and celebrates the world of the diva herself, that Beyoncé has effortlessly and expertly backed and built around Cowboy Carter.
Media meets marketing mayhem thanks to Beyoncé
The timing of all this, rooted in the golden ground of digital debate, strengthens the mutually beneficial relationship that exists between brands and the cultures they cater to. It illustrates the idea that staying relevant in this era of one second impressions and fast consumer interactions requires more than just strategically placed advertisements. It also requires participating in the story as it develops in real time and connecting with an audience that expects authenticity and creativity.
This stagecraft is more than just business. It’s a telling pop-culture story in real time. We can’t help but admire the fact that a music release has arranged a monumental movement between two industry heavyweights for our entertainment and benefit. It is, at its core, a win for the fans—enhanced, not distracted, by the capitalist fury it has created.
Appreciation of artistry
Nonetheless, we can only look on in wonder as we travel through our respective rides to the West in our ears, searching for someone to tango through this twangy realm that Beyoncé has created. In fact, we can also sit back and appreciate how brands have serenaded their artistry with a cultural connection that elevates the entire experience.
For the Beyhive, it seems, the music in the air now resonates with a deeper, partnership-infused proposition. It’s not just about getting from point A to point B—it’s about how we accompany each other on the remarkable ride that is life. This time, it appears the vehicles we choose to help us on our way—a humble Lyft or a proven Uber—are as much a part of the mix as the music itself. Stay locked here at REMIXD Magazine for any and all updates. Lastly, let us know your thoughts in the comments.
