MKC Launch Tour

Lincoln wanted the MKC test drive to be more than a lap around the block, and wanted drivers to leave with something worth sharing.

• An iPad app that rode along on every drive. iBeacons placed along the route triggered audio and sound stations as the car passed. One of the first iBeacon deployments in automotive.
• Lincoln Moments, a native iPhone app that filmed the drive, uploaded it to the cloud, and texted the driver a private link to their own microsite.
• The field kit: carbon-fiber iPad shades for glare, travel cases, and training materials so tour staff could run everything without us.

iBeacon had only just shipped, so there was no playbook. The apps had to run all day, every day, in moving cars across 50 cities, operated by tour staff rather than engineers. We prototyped fast, then built for the field: hardware, a training kit, and apps simple enough to run between drives.