Over the summer of 2018, Gradient Experiential was tasked with transforming Lincoln Motor Co. — a brand known for sophisticated, timeless models — into a brand that would appeal to a younger, hipper audience. We staked out the South Street Seaport and held an interactive pop-up, with games, summer refreshments, and a photo booth. We leveraged influencers to amplify the event and pushed audiences to test-drive new models via paid marketing. The event benefited from foot traffic and was a massive success in breathing new life into the classic car.