To create extended content that would appeal to music audiences surrounding our commercial launch for the 2017 Lincoln MKZ, I tucked away in a room near set to interview our featured band, Sharon Jones and The Dap Kings. My goal was to use the little time we had to get into the "why" behind their unique sound, to create something lasting for fans. It was one of the last times the band was filmed together, and a huge honor for me, personally.
The mini-documentary was published online, targeting music audiences and especially fan audiences, and led then into the extended version of the broadcast commercial, which we produced for online audiences.
We also peppered social channels with GIFs supporting the content and created an article for the brand content channel to contextualize the performance and documentary, with a focus on craft, to support the brand goals for the new vehicle launch. Together, the content drummed up a huge audience who were introduced to the brand and vehicle.
Here's the extended commercial:
And the article, which can be found on Lincoln Now: