Lincoln MKC: Dream Ride

An Action Movie Test Drive Starring You.

Lincoln needed to launch the 2015 MKC and connect with younger audiences. The brand was reinventing itself beyond traditional advertising, and we had to prove Lincoln could authentically engage millennials through content marketing.

We created "Dream Ride," an immersive 360-degree experience starring actor Sam Page. The concept: you're having coffee with Sam when his wallet gets stolen, and suddenly you're in the passenger seat of his MKC chasing down the thief. Viewers controlled their POV with their mouse, naturally discovering features like park-out assist and forward collision warning as the action unfolded. We personalized the experience through Facebook integration and amplified reach through influencers including Andy Cohen, Johnnyswim, and automotive journalist Kimatni Rawlins.

Impact: The campaign earned recognition from The FWA and generated coverage across Adweek, ClickZ, Business Wire, and AutoEvolution. More importantly, it worked—engaging millennials through storytelling that felt like entertainment, not advertising. The campaign became part of Lincoln's larger brand transformation, proving content-driven experiences could connect with audiences in ways traditional automotive marketing couldn't.

Role: Concept, Creative Direction, Design