Lincoln: Lincoln's Backstreet Boys Concert

Gary Tao, Steven Shen, Jason Xia

Luxury vehicle brand Lincoln strengthened brand awareness and grew sales in China when it launched its new sedan model, the Lincoln Z, with a virtual Backstreet Boys concert livestreamed on WeChat.

Campaign details

Brand: Lincoln Brand owner: Lincoln Cars Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Luxury automotive Media channels: Product placement, Online video, Outdoor, Out-of-home, Sponsorship - event, Property, Point-of-purchase, In-store, Merchandise & free gifts, Livestreaming

Executive summary

A representative brand of American luxury vehicles, Lincoln was dedicated to strengthening brand awareness and sales performance of its new Sedan model Lincoln Z, and needed to establish a campaign to engage with its target audience on a deeper level.

Tapping into its audience’s propensity...

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