Lincoln Customers Get 12-Month Calm Membership
If there’s one thing Lincoln Motor Company loves tossing at its customers (figuratively, not literally), it’s perks. Joining ownership bonuses like Lincoln Concierge and Lincoln Pickup & Delivery is 12 months of complimentary premium access to the Calm app. Lincoln is offering a year of free access to customers in North America after a limited pilot saw positive results.
Calm on the Inside: New Lincoln Corsair features one of Autotrader’s 10 Best Car Interiors
In 2019, Lincoln gave select customers a free premium membership to Calm, a mental fitness and wellness app. According to an exit survey of 1,500 users, 97 percent said that the experience was a positive one. This led Lincoln to roll the offer out to all customers in North America.
For complimentary access to a Calm premium membership, customers need only open their Lincoln Way apps and follow the directions to set up an account. To synthesize the partnership even more, you can now use Lincoln Access Reward points on Calm-branded merch like gravity blankets, sleep masks, and sleep mist.
“Mindfulness studies have shown to increase positive benefits before you get behind the wheel, such as improving focus and staying calm,” said Alex Will, chief strategy officer, Calm. “Together with Lincoln, we’ll offer busy drivers and passengers, a calming journey to relax and renew on the go.”
The offer for a 12-month Calm premium membership is good for owners of any 2000 or newer Lincoln vehicle and available through Aug. 12, 2021.
Lincoln keeps going all-in on sanctuary concept
The team-up with Calm is just another example of how Lincoln looks to push its brand focus on emotional resonance and comfort. Within its Quiet Flight mantra is the concept of the cabin as a sanctuary away from the busy world, a notion pushed in new ads starring brand ambassador Matthew McConaughey. McConaughey took part in a virtual wellness panel and discussed how he finds his own calm.
“The one gift that we can all give ourselves is a moment to help us find our balance,” said McConaughey. “Life is certainly stressful enough these days, so whether it’s being more mindful, taking five minutes for yourself before the drive home to decompress after a long day, or just being kinder, continue to look after yourself and those around you.”
Lincoln is also looking within and trying to find new ways to build on the vehicle as a sanctuary. One idea in development is how to incorporate the sense of smell. Not only are Lincoln’s engineers and designers working to eliminate unpleasant odors from the vehicle interior, but they’re also looking for ways to leverage pleasant smells and aromatherapy.
Lincoln’s Latest Sanctuary: 2020 Lincoln Aviator makes Wards’ 10 Best Interiors list