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Nearly 50% of those in market to purchase a Lincoln are parents—many with children of driving age. With Lincoln brand ambassador Matthew McConaughey’s son about to turn 16, Lincoln chose to share a very personal moment on social media that any parent can relate to, on a day that also resonates with parents: Father’s Day.

The Idea:

Through a series of episodes posted on both Lincoln’s and Matthew’s social platforms, Matthew shared his thoughts with Levi on the responsibilities of independence, his favorite moment in life, and why he prefers driving over flying.

Impact:

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.