Both Lyft and Uber like to pontificate about how consumers will someday use their mobile apps for all kinds of things involving cars—not just rides. Now, Lyft is taking a step in that direction by getting into your digital-music playlist.
The San Francisco company has partnered with pop singer Justin Bieber to offer his new album, Purpose, which is being released on Friday, for about half price. If you select "Bieber Mode" on the Lyft app and order a $5 ride starting Thursday at midnight E.T., you will receive a link and $5 credit to download the album. (Full album downloads generally cost $10.)
Lyft sent out an email to its millions of app users this morning to jump-start the campaign, which includes the video below. The two-minute clip features Bieber riding shotgun with a Lyft driver and surprising the folks who are being picked up.
It would be interesting to see how many downloads the endeavor generates, so hopefully Lyft offers data on the effort—which runs through Nov. 19—once it's complete.