Lincoln makes Beck's show a digital concert in the round

02/26/2013 | Adweek

Automaker Lincoln has created a "fully immersive digital experience" of its sponsored Beck concert that re-imagines David Bowie's "Sound and Vision." "On the site, visitors can see all of theater-in-the-round's 160-musician ensemble, and hear different versions of the mix based on their positions, during the various stages of the performance," writes Gabriel Beltrone. Though the technology is impressive, the grainy visuals "don't really add all that much" to the concert, and viewers might be better off watching a YouTube video of the set, writes Beltrone.

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