The Lincoln campaign we built for the 2013 Grammy Awards was an evolution from the Luxury Uncovered retail campaign, wherein we peeled back the layers of preconceptions and badging to get to the core of what's important to shoppers. For this cultural moment, we brought the concept to life with an interactive musical performance by Aloe Blacc and a troupe of exceptional dancers, and then peeled back the layers of how it all came together in a campaign with the theme "Music Uncovered." This digital campaign included a YouTube takeover and an interactive partnership with Interlude, where a consumer could follow four unique storylines of the same video, each from a different character’s point of view.
Using real-time targeting with social creative during the Grammys as a hook, we drove audiences into the Lincoln brand ecosystem through #MusicUncovered where we featured the interactive performance as well as stories featuring Blacc's creative process, choreographer Ryan Heffington's approach, the interactive directors' inspiration, and more. Once in the brand environment, Music Uncovered audiences were introduced to Luxury Uncovered product content, thereby closing the loop between culture, content, and commerce.
Assets from this campaign were resurfaced in social throughout the year as they became culturally relevant again and again, creating an exceptional return on investment for the brand campaign.