Users start by snapping a selfie or uploading a photo via desktop or mobile.

Next, face mapping technology scans their facial features, collecting data points. A corresponding music algorithm turns each data point into its own musical layer — resulting in millions of different combinations, and a unique song for each user.

People were encouraged to download, share, and submit their music selfies to a gallery featuring musical portraits from other Lincoln community members.

We even built a custom Twitter activation that allowed users to tweet their selfies to Lincoln and instantly receive a unique song based on their photo.

The campaign was massively successful for Lincoln, especially in social. A supplemental promotion on the weekend leading up to the Grammys earned over 63 million social impressions across Twitter, FB, Tumblr, Youtube and Instagram.

On Grammys night, Lincoln was the #1 auto brand on Twitter, garnering 55% share of social conversations – this was more than 10 times the social mentions of Hyundai — the official auto sponsor of the event.

Within 2 months of launch we saw over 316,000 unique visitors and over 257,000 completed Selfies - an 81% conversion rate - with nearly half of them completed on mobile.