PHASE ONE
Call For Submissions

To launch our newest and youngest skewing vehicle, we needed more than a campaign, we needed a movement: Enter Chart Your Course, a nationwide competition to find an up-and-coming musician to serve as our millennial ambassador. To kick it off, we tapped brand ambassador Matthew McConaughey and Jon Batiste to create a musically-driven social call to action for song submissions.

PHASE TWO
FINAL FOUR VOTING

After weeks of public online voting, an expert panel narrowed it to four finalists from 1,400 hopefuls. Our final four were each given airtime during the GRAMMYs, and we asked America to choose their favorite.

Artist Short Films

CHART YOUR COURSE GRAMMy’S EVENT

To remain as authentic as possible to music influencers, Lincoln created concert posters and pressed real vinyl albums to add a tangible, analog dimension to the music experience. Finally, the four artists got to have a life-changing experience by attending the red carpet at The Grammys, where Lincoln was the official automotive sponsor. During the broadcast, we aired a series of mini-documentaries about the contestants amidst the glamor and hype of the big-budget commercials. These films stood out for their humility and warmth, generating over 230 million impressions over the course of the campaign, and resulting in over 42,000 votes.

Custom vinyl records

SOCIAL IMAGERY

OUT OF HOME

WINNER ANNOUNCEMENT

Cas Haley, the pig farmer from Paris, TX, emerged as the winner, taking home a brand new 2020 Lincoln Corsair and the chance to embark on a life-changing journey culminating in a professional recording session at the famed Capitol Studios in Hollywood, CA.
(See Chart Your Course PT 2)

CASE STUDY