MUSIC TO
MILLENNIAL EARS
Client - Lincoln
Agency - Hudson Rouge
Role - Senior Copywriter
Lincoln approached us with a mission: reach a younger demographic for the launch of their new tech-forward SUV. The challenge: find a nontraditional way to connect with Millennials and shift perceptions of America’s oldest-skewing luxury brand. Our solution: a mysterious, irresistibly catchy music track that sparked curiosity and sent audiences searching for its source. The result: we exceeded Lincoln’s aggressive sales goals and reduced the average buying age of customers by more than five years.
→ Press: AdAge
→ Accolades: AdAge America’s 20 Hottest Brands
Shorty Awards (Winner, Brand Awareness Campaign Music & Dance)
Automotive Marketing Awards (Best Corporate/Brand Identity Campaign)
Lincoln’s channels were flooded with song requests, and we let the intrigue build as users traded clues on Reddit threads and even made and shared their own extended versions of the track.
Just as the conversation reached a fever pitch, we dropped the full-length song and music video on streaming and Lincoln.com, increasing Nautilus site traffic increased by 311%.
We leveraged the newfound interest in the brand to drive people to dealerships with a 3D, surround-sound song experience inside the Nautilus. To promote it, we created a trippy, social reel starring Lincoln ambassador, Serena Williams.
Our broadcast spots introduced a catchy, unreleased track that was virtually untraceable online. The lack of instant gratification send users down a virtual rabbit hole in search of answers.
ECD – Jon Pearce senior AD - Guillermina Cruz Senior CW - Jackie Ling