•Given that Gary would be strongly present during the Grammys, we developed our creative idea to completely integrate with the show.

•His song “The Healing” was featured in network promos in weeks leading up to the show; he played an original version on our :60 TV spot, which ran 3x during the telecast.

•For the spot, we designed/built a one-of-a-kind guitar amplifier using materials from the new Lincoln Continental, to bring the craftsmanship and luxury of the car to music fans.

•CTA at end of spot led viewers to full-length rendition of the song online.

•On the night before the Grammys, Gary played the Lincoln amp at a live streaming concert at the Lincoln Experience Center in California; on two new music videos; and documentary films of the amp creation and partnership, totaling 30 pieces of original content.

•The partnership launched during Grammys week, avoiding the Super Bowl congestion the weekend before.

•Billboard Magazine released an Exclusive, highlighting Gary Clark Jr.’s partnership, the custom-built Lincoln amp, TV spot, Documentaries, and 10k free downloadable tracks of Gary’s rendition of “The Healing” and “When My Train Pulls In” recorded with our amp. Content launched on Lincoln’s website earlier that morning.

•The night before the Grammys, Lincoln partnered with Live Nation to livestream a concert with Gary. Teaser banners and YouTube Masthead created buzz around the event. As fans around the world enjoyed the live performance, key influencers at the concert shared their experiences with followers.

•On Grammys night, TV spot aired 3x in strategic spots, including directly following Adele’s performance and Gary’s performance with Blues legend William Bell.

•Throughout the week, the social team engaged with music enthusiasts with tailor-made Gary and Lincoln Amp video edits, tweets and pictures.

The campaign went far beyond targeted expectations. 67% was attributed to earned media.

•Lincoln and Gary trended heavily in organic social conversation during the Grammys, despite Lincoln not being an official sponsor.

•Gary Clark Jr. posted the videos on his social channels and saw positive engagement.

•The TV commercial and documentary videos were viewed online more than 1.5 million times, bringing Gary to a wider audience and Lincoln to a younger one.

•28 online articles.

•A live-streamed concert with Live Nation saw 43% of fans engaging with the content, nearly 3x more views than projected.

•The campaign videos continued the momentum, resulting in Best-in-Class lift in Ad Recall and Brand Awareness; 538% lift in Product Interest; and 52% lift in Brand Interest from our YouTube campaign.

•On Grammys night, Lincoln’s website experienced 14x the average traffic visits.

•The TV spots on the Grammys reached over 26mm people.