Lincoln digital campaign introduces Music Selfie Experiment

  • Lincoln Motor Company campaign employs innovative software that creates individual music tracks based on users’ unique facial feature measurements
  • Technology allows users to upload a selfie to the Lincoln website, then auto-generates an original audio track that can be shared online
  • Social media-driven activation designed to help Lincoln connect with younger, more diverse audience of potential customers

The Lincoln Motor Company is introducing a technology-driven marketing campaign that adds a unique audio layer to the pop-culture phenomenon of selfies.

Launching today ahead of the Lincoln-sponsored 6th annual ESSENCE Black Women in Music®, the Music Selfie Experiment allows individuals to add an original audio track to their digital self-portrait. Users can visit to upload their image, or can tweet their image to @LincolnMotorCo.

Scanning software then applies an algorithm based on facial feature measurements. The innovative software scans the user’s face, associates values based on various facial features, and pulls from a large database of audio files to create the music selfie.

The result: selfies become a multisensory expression of one’s self.

“Music plays a large part in Lincoln's commitment to the arts,” said Dave Rivers, manager, U.S. Lincoln marketing communications. “Through the innovative technology of the Music Selfie Experiment, Lincoln is inspiring people of all walks of life to engage with the brand through music.”

Music selfies are generated in real-time, and more than 4 million facial-recognition audio track variations are possible. The images are scanned by software developed exclusively for Lincoln by Jam3, a Toronto-based digital production agency. Using data from the facial analysis, the experience creates a 20 second music composition comprised of audio tracks supplied by music production company Plan8.

For more information, watch this 30-second video on the Lincoln Music Selfie Experiment.

About Lincoln

Lincoln is the luxury automotive brand of Ford Motor Company, committed to creating compelling vehicles with an exceptional ownership experience to match. For more information about Lincoln, please visit or

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