Lincoln Mercury LS launch

San Francisco | 1999

The audience entered at the front of the base and followed through a tunnel (that was constructed for the production) to the soundstage, which was transformed into a completely theatrical learning environment.

What It Was

Lincoln Mercury conceived a "Ride and Drive" Experience that utilized Treasure Island. The former military base is located in the middle of the San Francisco bay and boasts breathtaking views of the San Francisco skyline, and a large waterfront entertainment district.

What We Did

The audience entered at the front of the base and followed through a tunnel (that was constructed for the production) to the soundstage, which was transformed into a completely theatrical learning environment. Diverse lighting was also provided for the thirteen theatres, showroom displays, museum layouts and restaurant that the event encompassed. The entire production was implemented within six weeks, from conception to opening.

Why It Worked

The “Ride and Drive” event ran for five weeks with multiple waves of guests and then disappeared from the island without leaving a mark. The success of the event is unprecedented, especially considering the extreme time constraints.