The Lincoln Summer House
Agency: Gradient Experiential
Role: Strategy and Copy
The Project: Over the summer of 2018, we conceived and executed a pop-up at the South Street Seaport to expose New Yorkers to the newest Lincoln models.
We used bold CTAs, and targeted marketing based on location and demographic to drive traffic to the event and encourage test-drive sign-ups.
Each week throughout the summer we hosted an influencer at the event who would post stories throughout the day. The following week the influencer posted an in-feed image with a caption meant to encourage New Yorkers to attend the pop-up.