•To bring the craftsmanship and luxury of the new Lincoln Continental to music fans, we designed and built a one-of-a-kind guitar amplifier using materials and parts from the car.

•To convey the quality of the amp, we partnered with virtuoso guitarist Gary Clark Jr to play it.

• An intriguing :60 commercial ran 3 times during the Grammys, featuring Gary playing an original rendition of “The Healing”, which was the song used as the network promo in the weeks leading up to the show.

•On Grammys weekend, he also played the amp at a live streaming concert at the Lincoln Experience Center in California.

•4 music videos of exclusive renditions of his music were produced, as well as documentary films of the amp creation and partnership.

•Campaign launched during Grammys week, avoiding the Super Bowl the weekend before.

•Billboard Magazine released the Exclusive, highlighting the custom-built amp, Gary Clark Jr.’s partnership, the TV spot and Documentaries, and the 10k free downloadable tracks to Gary’s rendition of “The Healing” and “When My Train Pulls In” recorded with our amp. Content launched on Lincoln’s website earlier that morning.

•The night before the Grammys, Lincoln partnered with Live Nation to livestream a concert with Gary. Teaser banners and YouTube Masthead created buzz around the event. As fans around the world enjoyed the live performance, key influencers at the concert shared their experiences with followers.

•On Grammys night, our TV spot aired three times in strategic spots including after Adele’s performance and Gary’s live performance with Blues legend William Bell.

•Throughout the week, the social team engaged with music enthusiasts with tailor-made Gary and Amp video edits, tweets and pictures.

The campaign went far beyond targeted expectations. 67% was attributed to earned media.

•Billboard Magazine launched with an Exclusive, followed by 28 articles in online media publications.

•A live-streamed concert with Live Nation resulted in 43% of fans engaging with the content and nearly 3x more views than projected.

•The campaign videos continued the momentum, resulting in a Best in Class lift in Ad Recall, Brand Awareness, as well as 538% lift in product interest and a 52% lift in brand interest from our YouTube campaign.

•Organic social conversation continued to be overwhelmingly positive.

•The night of the Grammys, Lincoln’s website experienced 14x the amount of average traffic visits.

•Gary Clark Jr. posted the videos on his social channels and saw positive engagement. The TV commercial and Behind The Scenes videos were viewed more than 1.5 million times.

•The TV aired on the Grammys, reaching over 26mm people.