Agency: Hudson Rouge
Director of Content Production/Producer: Sherri Levy
Production Company: Legs
Director: Radical Friend
When you have a relevancy problem, you can't just quietly walk into the party, you have to crash it — in this case, the Grammys. Lincoln partnered with up-and-coming artist Aloe Blacc to release his latest single and invited people to a groundbreaking interactive experience where they could create their own music video as they heard the song for the first time. Viewers could switch narratives between four distinct storylines, shifting their sound environments and points-of-view in real time to experience the song in their own unique way.
Using real-time targeting with social creative during the Grammys as a hook, we drove audiences into the Lincoln brand ecosystem through #MusicUncovered where we featured the interactive performance as well as stories featuring Blacc's creative process, choreographer Ryan Heffington's approach, the interactive directors' inspiration, and more. Once in the brand environment, Music Uncovered audiences were introduced to Luxury Uncovered product content, thereby closing the loop between culture, content, and commerce.