Leveraging the second screen experience.
For The Grammys, we created a digital experience that turned users' selfies into unique songs. Each data point shaped a personalized musical portrait.
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• 2015 Cannes Shortlist
• The FWA - Site of the Day
• Creativity-Online
• Lürzer's Archive
• Awwwards - Site of the Day
• Adobe Cutting Edge Award
• The FWA - Site of the Day
• Creativity-Online
• Lürzer's Archive
• Awwwards - Site of the Day
• Adobe Cutting Edge Award
As a luxury brand that caters to the individual form, we wanted to highlight the unique attributes that make people who they are.
We turned selfies into data points that which informed our music algorithm.
A musical take on physiognomy set the foundation for the different instrumental arrangements.
User Insight — we optimized for mobile and the second screen experience during the event.
The Music Selfie Experiment became Lincoln’s most shared and liked campaign OF ALL TIME. It earned over 63 Million impressions, 316,000+ unique visitors, 257,000+ completed selfies, and an unprecedented 81% completion rate.
During the Grammy’s broadcast itself, Lincoln commanded a staggering 55% of all social traffic - 10x that of Hyundai (the official automotive sponsor).