How Lime Represents Its Riders

When Lime wanted to make scooters and bikes available in New York, and especially on the crowded island of Manhattan, it had work to do. Advocacy work.

The company had to convince the legislature in Albany to pass a bill and ensure the governor’s support, before it could turn its attention to the mayor and council in New York City. In cases like this, Lime has learned to depend on its audience of riders and people who want more transportation options.

Using email, text, social media campaigns—even messages in the Lime app—the company built a list of more than 5,000 advocates and launched six separate campaigns over more than a year. Roughly half this list took action, resulting in almost 7,000 connections with public officials. A petition drive garnered more than 1,800 signatures.