LINCOLN MKZ BEIJING LAUNCH – Grain and Pixel Ltd.
15991
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LINCOLN MKZ BEIJING LAUNCH

Category
CHINA, NEW CAR LAUNCH, OnsiteWork

CHALLENGE

Help guests experience the Lincoln brand, and whet their appetite for the car’s actual unveiling at the Beijing launch event.

 

INSIGHT

Whatever we produced had to align with the brand’s premium image, and highlight the car’s distinctive style and spirit in a memorably emotive fashion.

 

SOLUTION

A sensuous series of custom digital touchpoints that combined tactile and proximity-based interactions with dynamic media.

    • Set Your Own Tone: Drum-activated colour customization to sound out your personal preference and reinforce the craftsmanship that goes into every model and variation.
    • Lines in Motion: Kinect-powered liquid movement-tracking and target-locking across a stage-length LED display that revealed the car’s various silhouette as guests strode across its proximity.
    • Voice of Strings: Custom-designed string vortex installations that allowed ultra-sensitive tactile interaction to activate dynamic content via vibrations.