When Lincoln brand needed to reach culturally progressive audiences to build brand affinity and demonstrate that the brand was back with a modern focus and a certain appeal to the "creative elite". I designed an editorial concept to build out the stories behind the musical activations the brand was taking part in, whether derived from broadcast, digital, or event-based campaigns.
"Music Uncovered" is the resulting editorial thread, which peels back the layers behind some of the brand's most compelling music partnerships.
The practice of building stories that illustrate the brand values while going beyond "behind the scenes" enables us to provide exclusive content for audiences outside the realm of automotive. By demonstrating an authentic and consistent perspective of the world through these stories, we help to build the symbolic value of Lincoln for individuals looking for a luxury brand that represents their personality and interests. We also use these stories to participate in conversations surrounding non-automotive events that appeal to the target market, like the Grammys.
With each activation, a series of real time posts are created across channels, customized for their own unique audiences. All traffic points back to Lincoln Now, leading audiences down a rabbit hole customized to their interests, resulting in a brand channel.