Revolutionizing Lincoln's Customer Experience: A Blend of Immersive Technology and Memorable Journeys

Background

The Lincoln Motor Company, a symbol of luxury, comfort, and innovation, sought to redefine how consumers experience their vehicles. With rapidly evolving consumer expectations and the rise of digital technology, Lincoln wanted to deliver more than just a test drive—they aimed to create an immersive, tech-enabled journey. This ambition led to the launch of the Lincoln MKC tour and the introduction of "Lincoln Moments," an initiative that allowed customers to relive and share their driving experiences.

Challenge

The main challenge was to transform the traditional test-drive into an engaging, interactive journey by integrating iBeacon technology, which had just debuted, into the experience. Additionally, Lincoln wanted to create a way for drivers to capture and share their unique driving moments, turning each drive into a digital memory they could relive and share, thereby building deeper connections with the brand.

Approach

Our strategy centered on leveraging emerging technologies and creating seamless, shareable experiences:

• MKC Launch Tour: We introduced an augmented reality experience that merged real-time driving with interactive audio cues and sound stations. Using an iPad app powered by iBeacon technology, this initiative marked one of the earliest uses of iBeacons in the automotive space. The tour was designed to create a 360° branded experience, immersing guests in both the drive and the technology.
• Lincoln Moments: We built on the insight that stories create emotional connections. By developing a native iPhone application, we enabled drivers to capture their driving experiences in video form. These moments were then stored on a personal microsite, providing a place for users to revisit and share their Lincoln journeys.

Solution

We executed a comprehensive and rapid deployment of innovative solutions across two main projects:

• Rapid Prototyping & Training for the MKC Tour: We developed the augmented reality driving experience, integrated it with iBeacon technology, and prepared for a 50-city tour. This included training staff on the new tech, designing carbon-fiber iPad shades to enhance user interaction, and preparing a detailed training kit—all within a demanding timeline.
• Effortless Digital Sharing with Lincoln Moments: The platform captured each drive, automatically uploaded the recordings to a secure cloud, and sent users a private URL via SMS. This streamlined process allowed users to relive and share their Lincoln experiences seamlessly.

Key Takeaways

The integration of cutting-edge technology and experiential branding resulted in a resounding success for Lincoln:

• MKC Launch Tour: The tour spanned 472 days across 50 cities, engaging an average of 175 guests daily. It generated over 3.21 million social impressions, highlighting the power of combining augmented reality with automotive experiences.
• Lincoln Moments: With a 91% share rate, the platform underscored the value of personalized and shareable experiences, allowing users to capture, revisit, and share their driving moments effortlessly.

These initiatives demonstrated how technology can bridge the gap between brands and consumers, turning a simple test drive into a memorable, shareable journey. The success of the MKC tour and Lincoln Moments affirms our commitment to using innovation and design to elevate customer experiences, building stronger emotional connections between brands and their audiences.