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.
Vehicle Inspired Design
Seaside Location
Modular Structure
Effortless User Journey
Meditation Lounge
Product Engagement
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.
CONTENT STRATEGY
Creator Collaboration
Social Capture
Meditation Experience
COMMS STRATEGY
Alluring Sweepstakes
Streamlined Access to Vehicles
Test Drives and CRM
LOCATION STRATEGY
Iconic Seaside Destination
Omnidirectional Access
Agile Infrastructure
EXPERIENCE DESIGN
Spatial Design
Attendee Flow
CREATIVE DESIGN
Programming
Brand Heritage
Approachable Sophisticated Feel
GRAPHIC DESIGN
Integrated Branding
Activation Materials
ORIGINAL STRUCUTRE
Construction and Fabrication
Furniture and Decor
Branded Touchpoints
PRODUCT
Vehicle Coordination
Compelling Product Trials
MULTIPLE DAYS
Modular Design and Build
Seamless Uninstall/Reinstall
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