DEARBORN - As the Lincoln brand continues on our journey of transformation, our next stop is a first-ever appearance during the Super Bowl — one of the world’s biggest stages to showcase our brand and the very best place to debut the most social Super Bowl advertisement ever. Never before has a brand attempted to garner this level of consumer engagement ahead of the game, during and after, all using the power of social media. And we are already seeing a tremendously positive reaction from the press and consumers alike, as Lincoln holds the second highest level of buzz among all OEMs advertising during the game.
Here’s a sampling of the coverage so far:
During the game, Lincoln will have two 30 second spots. The first will feature the 2013 MKZ as a companion piece to the brand campaign currently on air – a visually impactful anthem to elicit a strong sense of progressive luxury. The second spot is a clever and break through 30 second teaser for the dynamic storyline we started with Jimmy Fallon back in December when his followers helped us “Steer the Script” through Twitter. This piece will drive viewers to a 90 second online video available at SteertheScript.com, Lincoln.com and our other social platforms where viewers have the opportunity to explore more about the Lincoln brand and its products. Since we launched this unprecedented social experiment in December, we have reached more than 100 million people and the numbers keep growing every day.
For the inside story on why and how Lincoln developed this unique approach, check out the Behind the Scenes video on SteerTheScript.com. In the coming days, we will give you sneak peak of what you can expect from Lincoln on the big game.
In addition, we will be releasing unique Super Bowl content every day on SteerTheScript.com, including behind the scenes footage and interviews with everyone who helped tell this unique story — and a cameo from Pro Football Hall of Famer Emmitt Smith.
Be sure to Follow @LincolnMotorCo on Twitter, “Like” us on Facebook, and check out www.SteerTheScript.com throughout the week. Tell your friends to follow us on this journey as well.
Help spread the word among your friends and social networks, and enjoy the game!