How do you get a luxury car to authentically walk the walk on the year’s biggest music awards show? Funny you should ask. For this year’s Grammys, we decided to build a custom amp using design cues from the new Lincoln Continental, as well as the engineering prowess of Revel engineers, who just so happen to supply the sound systems in most Lincolns. Then, of course, we needed an awesome artist to give life to the monster. Enter: Gary Clark, Jr.
The entire integrated campaign includes behind the scenes stories of the collaboration, the amp builders, and Gary himself. There are several downloads of new music content by Gary, including “The Healing”, which brought relevance and recognition as it was used heavily in Grammys promotional spots. And then there is a live-streamed concert at the first Lincoln Experience Center in Newport, CA.
In the end, it’s lots of content, and lots of opportunities to impress a younger audience who wouldn’t necessarily think that Lincoln was a brand for them.