Absolut and Lyft partner for partying

Absolut has partnered with app-based transportation network Lyft to encourage party-goers to meet new people during a ride-sharing experience.

The partnership aims to encourage party-goers and ride-sharers alike to open up to new connections

Inspired by the return of its limited edition bottle, Absolut Electrik, the partnership aims to “infuse a new sense of social electricity” and encourage party-goers and ride-sharers alike to let their guard down and open up to new connections.

In San Francisco, Atlanta, Las Vegas, Los Angeles and Miami, selected Lyft riders will be picked up a blue ‘Electrik Lyft’ car and embark on an Absolut Night out.

Starting with in-car ice-breaking prompts, riders will continue to form social bonds at experiences sponsored by Absolut.

In New York, the kick-off experience allowed select Lyft users to come together over social prompts such as “Would I Ever” questions and games like lip sync karaoke.

“As a brand, we believe nightlife starts when inhibitions end; opening your mind to let the night guide you through new connections and experiences,” said Nick Guastaferro, director of marketing, Absolut, Pernod Ricard USA.

“We’re excited to bring this ethos to life through our partnership with Lyft – allowing people, who otherwise may have never met, to come together through an unexpected ride-sharing experience.”

“We’re always working hard to bring our passengers the best ride-share experience, and a safe night on the town in a custom electric blue Lyft ride is no exception,” said Julia Parsons, director of partner marketing, Lyft.

Consumers are invited to visit Absolut’s Facebook page to learn more about their chance to get picked up in an Electrik Lyft ride.

Absolut Electrik is now available nationwide through the holiday season for an RRP of US$19.99 for a 750ml bottle and US$24.99 for a 1 litre bottle.