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.
Paid Ads
We used bold CTAs, and targeted marketing based on location and demographic to drive traffic to the event and encourage test-drive sign-ups.
LINCOLN MOTOR CO.
SUMMER HOUSE ACTIVATION
Winning hearts and shifting minds by incentivizing test drives.
Role: Senior Copywriter, Social Strategist
Scope: Concept, activation, social, digital
Press: [Event Marketer]
Over the summer, we were tasked with taking Lincoln Motor Co. from a brand known for sophistication and heritage...
to a younger, cooler brand for city-dwellers and beyond. We staked out the South Street Seaport, a playground for young professionals, and created an interactive pop-up with games, refreshments, a meditation station, and a photo booth. But most importantly, we got influencers and attendees to test-drive our newest models. Because we knew once we got the butts in the seats, the rest would follow.
800k impressions, with 1 in 20 "butts in seats"
We transformed a shipping container into a luxurious lounge with stunning decor and immaculate fabrication - all inspired by the Lincoln Navigator. Crafted digital content drove demand (and brand) and we captured foot traffic with omnidirectional access and gamified touch points. Dwell time and sentiment were optimized through a meditation touchpoint; a collaboration with Headspace and a welcomed point of difference.
