As an icon of American luxury cars, Lincoln is dedicated to continuously enhancing its brand image. In 2022, the brand needed to generate greater awareness and sales among Gen X and Millennial consumers for its Lincoln Z model, the very first Lincoln sedan in China.
To build an intimate connection with China's Gen X and Millennial consumers and stimulate sales for Lincoln Z, Lincoln seized the trending cultural phenomenon of online events to organize a virtual concert on Channels, WeChat's in-app livestream feature, with none other than the legendary American pop band, Backstreet Boy, pulling the audience's heartstrings with nostalgic songs that brought them back to their youthful years.