Lincoln: Lincoln's Backstreet Boys Concert

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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