•We knew Gary Clark Jr would be a very visible presence during the Grammys telecast, so we developed our creative idea to completely integrate with the show.

•His song “The Healing” was featured in the network promos in the weeks leading up to the show, so we had him play an original version of it on our :60 TV spot, which ran 3 times during the telecast.

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

•Gary played this Lincoln amp at a live streaming concert at the Lincoln Experience Center in California the night before the Grammys, on four new music videos of his songs, as well as 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.

•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.

•After Billboard’s Exclusive, 28 articles followed in online media publications.

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

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

•Organic social conversation continued to be overwhelmingly positive.

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

•The TV aired on the Grammys, reaching over 26mm people