Welcome!

News Feed Item

Lincoln Puts Focus on Content Marketing and Social Media Influencers to Promote New MKC

To spread the word about its all-new 2015 Lincoln MKC small premium utility, The Lincoln Motor Company is reaching beyond traditional print ads and billboards. The luxury automaker, picking up on a growing trend in marketing, is launching a social media influencer campaign around its “Dream Ride” experience to reach a more diverse customer base.

Amanda Sudano and Abner Ramirez of the music duo Johnnyswim are working as key social media influenc ...

Amanda Sudano and Abner Ramirez of the music duo Johnnyswim are working as key social media influencers to promote "Dream Ride," a virtual drive experience of the all-new 2015 Lincoln MKC small premium utility. (Photo: Business Wire)

“Dream Ride” is an immersive virtual ride experience that puts online visitors in the passenger seat of an MKC with actor Sam Page as he races across town in pursuit of actor Daniel Taylor, a suspected wallet thief. Along the way, viewers are treated to an up-close look at features of the new MKC.

The video experience can be viewed online at www.lincoln.com/dreamride.

To promote the video experience among a younger demographic, Lincoln chose to tap social media influencers in the entertainment, music and automotive spaces. Through digital network, strategy and design studio Largetail, Bravo TV’s Andy Cohen, music duo Johnnyswim, and automotive journalist and Fit Father blogger Kimatni Rawlins signed on to be part of the “Dream Ride” conversation. Their commentary on the experience will be shared with their fan bases on Facebook, Twitter, Instagram and Pinterest. Custom “Dream Ride” content also will be created and published within outlets in Largetail’s network.

“Largetail brought on influencers in several key demographics to amplify the MKC ‘Dream Ride’ experience,” said Evan Orensten, Largetail CEO. “Access to our publisher networks and influencers that connect with our readers creates the ideal situation for generating engagement.”

“Dream Ride” uses inventive storytelling, humor and action to engage with visitors, each of whom – thanks to clever camera work – is presumably seated in a coffee shop with Page as the experience begins.

Viewers can control where they are “looking” along the way by using their computer’s mouse. When Page discovers his wallet missing, he and the viewer quickly race outside and climb into his Lincoln MKC. During the cross-town chase that ensues, the viewer gets a firsthand look at the small premium utility vehicle’s available park-out assist, which helps Page exit a tight parallel-parking spot, forward collision warning and other features.

“We use social media to talk to our fans on any number of topics,” said Amanda Sudano, singer-songwriter for Johnnyswim. “It will be exciting to have Lincoln be a part of that conversation.”

Visitors to the “Dream Ride” Web page can watch the video without logging in, but are invited to personalize the experience by connecting with Facebook and Twitter, furthering the social media impact initiated by Largetail. Video profiles of Cohen, Johnnyswim and Rawlins can be found at www.now.lincoln.com throughout the summer.

“Content marketing is a vital part of reaching younger audiences,” said Andrew Frick, group marketing manager, Lincoln. “We collaborated with Largetail on our ‘Hello, Again’ campaign last year and approached them about taking it a step further with the launch of MKC. As we enter the small premium utility segment, we know it’s important to authentically engage customers according to their lifestyle, especially when they are still getting to know our new brand.”

The all-new Lincoln MKC is in Lincoln showrooms now. It is the second of four all-new vehicles Lincoln will unveil by 2016, following the 2013 Lincoln MKZ midsize sedan.

About The Lincoln Motor Company

The Lincoln Motor Company is the luxury automotive brand of Ford Motor Company, committed to creating compelling vehicles with an exceptional ownership experience to match. Lincoln is in the process of introducing four all-new vehicles through 2016. For more information about Lincoln, please visit media.lincoln.com or www.lincoln.com. Follow us on Facebook at facebook.com/lincoln.

About Largetail

Largetail was created in 2007 to help brands reach influential readers of some of the most relevant and popular digital publications in the arts, culture and style categories. Understanding that readers need more than a banner ad to be engaged, Largetail specializes in custom programs based on content, innovative display, applications and events. To learn more about Largetail, visit www.largetail.com.

For news, photos and video, visit media.lincoln.com

Follow us on Facebook at facebook.com/lincoln

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
"We are a leader in the market space called network visibility solutions - it enables monitoring tools and Big Data analysis to access the data and be able to see the performance," explained Shay Morag, VP of Sales and Marketing at Niagara Networks, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
"We analyze the video streaming experience. We are gathering the user behavior in real time from the user devices and we analyze how users experience the video streaming," explained Eric Kim, Founder and CEO at Streamlyzer, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at Cloud Expo, Robert Cohen, an economist and senior fellow at the Economic Strategy Institute, provideed economic scenarios that describe how the rapid adoption of software-defined everything including cloud services, SDDC and open networking will change GDP, industry growth, productivity and jobs. This session also included a drill down for several industries such as finance, social media, cloud service providers and pharmaceuticals.
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
@DevOpsSummit at Cloud taking place June 6-8, 2017, at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long developm...
Businesses and business units of all sizes can benefit from cloud computing, but many don't want the cost, performance and security concerns of public cloud nor the complexity of building their own private clouds. Today, some cloud vendors are using artificial intelligence (AI) to simplify cloud deployment and management. In his session at 20th Cloud Expo, Ajay Gulati, Co-founder and CEO of ZeroStack, will discuss how AI can simplify cloud operations. He will cover the following topics: why clou...
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2017 New York. The 20th Cloud Expo and 7th @ThingsExpo will take place on June 6-8, 2017, at the Javits Center in New York City, NY. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Internet to enable us all to im...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Kubernetes is a new and revolutionary open-sourced system for managing containers across multiple hosts in a cluster. Ansible is a simple IT automation tool for just about any requirement for reproducible environments. In his session at @DevOpsSummit at 18th Cloud Expo, Patrick Galbraith, a principal engineer at HPE, discussed how to build a fully functional Kubernetes cluster on a number of virtual machines or bare-metal hosts. Also included will be a brief demonstration of running a Galera MyS...
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, will share examples from a wide range of industries – includin...
"We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor – all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
Get deep visibility into the performance of your databases and expert advice for performance optimization and tuning. You can't get application performance without database performance. Give everyone on the team a comprehensive view of how every aspect of the system affects performance across SQL database operations, host server and OS, virtualization resources and storage I/O. Quickly find bottlenecks and troubleshoot complex problems.