How Lincoln is Implementing Calm
The Calm meditation and guided sleep app has become a powerful figure in the mobile wellness field. One way they are successfully growing is through brand partnerships and endorsements. Even Lebron James has done endorsements for the company. Specifically however, the car brand Lincoln also holds a partnership with calm. But why?
- The stress of travel
" Travel can be stressful, whether in traffic on the way to work or a long car ride, which is why Calm and Lincoln are teaming up to help people relax their minds and their bodies. Together, we’ll work to offer busy, often stressed drivers (and passengers) a calming start before their journey, to relax and renew on the go." (Lincoln, n.d.)
- Decreasing aggression, lack of focus, and other problematic driving practices
" Did you know studies show mindfulness has positive benefits before you get behind the wheel? It has been associated with positive behaviors, such as improving focus and staying calm, along with decreased engagement in problematic driving behaviors (phone usage, aggression, stress)." (Lincoln, n.d.)
- Experience enhancing application to the brand
" The Lincoln experience always aims to leave you refreshed and recharged. Through our warm and personally crafted approach to design, we aim to make your experiences effortless and your journey with us rejuvenating. Offering Calm is a continuation of our ongoing commitment to well-being." (Lincoln, n.d.)
Quoted on the Lincoln website, vehicle owners through Lincoln have access to a free year of premium access to Calm. The focus with the Calm x Lincoln partnership is on the experience of the driver
" Using mindfulness practice and breathwork, tune into a sense of unhurried flow to restore and help center yourself while you drive." (Lincoln, n.d.)
How do other car passengers feel about the Calm x Lincoln partnership? Do drivers use the Calm features with any passengers? Youth passengers? While the Calm x Lincoln partnership shows a growing market of meditative practices in vehicles, what are other features that could extend the relaxed, grounded, and mindful experience to the whole car?
References
Lincoln. (n.d.). Calm Premium. Lincoln. https://www.lincoln.com/ownership-experience/calm-premium/
Lincoln. (n.d.). Lincoln Calm [Web page]. Lincoln. https://www.lincoln.com/support/lincoln-calm/
