We knew that relaunching Lincoln would be a big challenge. After 90 years, Lincoln was mostly associated with town cars and grandpas. Lincoln had to change people's perception and restore its place in culture in a big and unexpected way. We created our ‚Hello, Again‚ digital platform to challenge people to look at the familiar in a completely reimagined way, just like we were asking people to do with our brand. We were inspired by Beck, who continually reinvents the music landscape, and Chris Milk's ability to humanize technology. Together we created an unprecedented experience.

Published
May 2013
Topics

The Story

We knew that relaunching Lincoln would be a big challenge. After 90 years, Lincoln was mostly associated with town cars and grandpas. Lincoln had to change people's perception and restore its place in culture in a big and unexpected way. We created our ‚Hello, Again‚ digital platform to challenge people to look at the familiar in a completely reimagined way, just like we were asking people to do with our brand. We were inspired by Beck, who continually reinvents the music landscape, and Chris Milk's ability to humanize technology. Together we created an unprecedented experience.

Technology was the heartbeat of our program and a series of new technologies were developed specifically for the production. A 360-degree camera rig constructed of GoPro cameras captured a complete globe of information. A facial-tracking system was built allowing online users to control the screen by tilting their head, essentially replicating what they would see at the concert. Finally, a series of 360o binaural audio heads were also created, allowing us for the first time to record audio the way a person would really hear it, as if they were standing in the room.

The Technology

The Results

The ‚Hello, Again‚ platform led to a dramatic 300% increase in traffic to Lincoln's website and visitors thus far have spent a total of over three million minutes interacting with our content. Media and fans were blown away that a 90-year-old brand could pull off something this innovative. And we have 290 million media impressions and more than 600,000 YouTube views to prove it. As AdWeek put it, our campaign drummed up "attention for a brand nobody thought was capable of surprising anyone." Lessons learned? Take risks. Create an authentic experience. Tell a great story that is true to your brand.

1K

total hours of missed sleep

3K

total hours spent on this project

290K

project impressions

Launch Date 5 February 2013