Nearly 50% of those in market to purchase a Lincoln are parents -- many with children of driving age. So, Lincoln wanted to create a piece of content that would speak to this demographic in a relevant way. With Lincoln brand ambassador Matthew McConaughey’s son about to turn 16, Lincoln chose to share a very personal moment that any parent can relate to on a day that also resonates with parents: Father’s Day.
Of all the roles McConaughey has played, we’ve never seen him in one of the most important ones: Dad.
This past Father’s Day, Lincoln brought this notable father-son duo together for the very first time in a social post. Even better was that they appeared together in a Lincoln, as Matthew gave some fatherly advice on the road ahead.
To differentiate Lincoln from other auto brands, the focus wasn’t solely on the vehicle, but on the stories that happen behind the wheel. Through a series of episodes posted on both Lincoln’s and Matthew’s social platforms, Matthew shared his thoughts on the responsibilities of independence, his favorite moment in life, and why he prefers driving over flying. To further its impact, this content was timed to launch on a holiday that resonates with parents, and more importantly, parents of young drivers.
Within days, the video series amassed nearly 5 million views on Instagram, with over 100k likes and thousands of comments. During the month of launch, 36% of all conversations on Lincoln social were related to this campaign. To date, they’re Lincoln's most liked and most socially engaged posts, and they even drew the attention of multiple publications including People Magazine and Adweek. And in the end, Lincoln and Matthew McConaughey enthusiasts got to see a genuine Father’s Day coming-of-age moment between an Oscar-winning dad and his son.
