PAVING THE ROAD

TO STARDOM

Client - Lincoln

Agency - Hudson Rouge

Role - Copywriter

Lincoln designed their new Corsair SUV with millennials in mind, but in order to reach them we needed more than a launch campaign, we needed a movement. So we created Chart Your Course, a nationwide search for an emerging musician to become the face of the brand. Grand prize included the keys to a new Corsair, mentorship from top artists, and a recording session at the legendary Capitol Studios in Hollywood

→ Accolades: Silver - Telly Awards, Finalist - Brand Film Awards, Winner - AMP Awards, Best Brand / Artist Collaborations

Case Study

To kick off our search for talent, we enlisted the help of late-night star, Jon Batiste and Matthew McConaughey to create social videos calling for original song submissions.

Over 1,400 aspiring artists responded and our expert panel selected four finalists. We traveled to their hometowns to capture their stories, and promoted them on social as the polls officially opened.

IG Stories Content

Then, it all came down to GRAMMY’s night. Lincoln became the official automotive sponsor of the broadcast, dedicating :30 of airtime to each finalist.

Finalist Short Films Aired During GRAMMYs Broadcast

We also hosted a pre-GRAMMYs performance event at the Dream hotel in Hollywood, and gave our artists a once-in-a-lifetime opportunity: the chance to attend the GRAMMYs and walk the red carpet.

By the time the polls closed at midnight, our campaign had generated over 230 million impressions, and 42,000 votes. Cas Haley, the pig farmer from Paris, TX, emerged as the winner.

Winner Announcement Social Video

Phase 2 Launch Broadcast

Phase two of our campaign followed Cas as he took to the road in his Lincoln Corsair, embarking on an epic journey toward Capitol Studios to record his song. His story began in broadcast and continued with BTS content.

Along the way, Cas met was mentored by famous musicians and legendary Lincoln ambassador, Matthew McConaughey. We captured these meetings in series of social shorts.

Because we were in the midst of a pandemic, we turned our screening event into a rooftop drive-in in NYC, allowing guests to safely enjoy the film from inside the cabins of their own Lincoln Corsairs.

Premiere Night Program