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Lincoln Puts Focus on Content Marketing and Social Media Influencers to Promote New MKC
|By Business Wire
|June 26, 2014 12:35 PM EDT
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 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
Follow us on Facebook at facebook.com/lincoln.
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
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140626006081/en/
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