Lincoln x Backstreet Boys’ Virtual Concert

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.