• by Tanya Gazdik , December 16, 2020

Ford Motor Co.’s Lincoln division is conducting a feel-good social effort to try to make the most of the pandemic-altered holiday season. 

The brand has created a virtual "Togetherness Tree" and is asking consumers to help “light” the tree by sharing #LincolnTogethernessTree in comments on Twitter or Instagram, either on the brand’s pages or their own social channels. 

Lincoln will make a $1 donation to @AmericanForests to plant one tree in forests across the country “so future generations can enjoy the greatest sanctuary of all,” according to the automaker, whose brand identity is tied to offering a sanctuary via its well-appointed vehicles. 

“As the donations climb higher, so will the lights on our tree,” according to the brand’s post on a YouTube video promoting the effort. Consumers can see the tree “IRL,” according to the brand, at the Seaport District’s Pier 17.

As the tree shines brighter and brighter toward Lincoln’s goal of a $25,000 donation, the brand will host three six-minute, live-streamed tree-lighting ceremonies via Instagram Live on Dec. 16, 23 and 28.

The promotion, which includes a video from Hudson Rouge, ends Dec. 28.