Butts In Seats
Influencer Amplification
A Luxurious (& Modular) Seaside Pop-Up
Social Targeting
Alluring Sweepstakes
Lincoln engaged Gradient to create a strategy and execution to bring the empathetic design of the Navigator to life in an experiential setting. The aim; win hearts and shift minds through earned social content and, above all, getting 'butts in seats'. The canvas was Lincoln's South Street Seaport, with a catch; the structure would need to move in and out several times.
We transformed a shipping container into a luxurious lounge with stunning decor and immaculate fabrication - all inspired by the Lincoln Navigator. Crafted digital content drove demand (and brand) and we captured foot traffic with omnidirectional access and gamified touch points. Dwell time and sentiment were optimized through a meditation touchpoint; a collaboration with Headspace and a welcomed point of difference.
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