DEARBORN - Lincoln and TED are working together to place the brand at the fingertips of the customer – literally.
TED, Technology, Entertainment and Design, is a nonprofit organization that brings together thought leaders in those disciplines and many others through interactive conferences.
Held in Long Beach, Calif., and Edinburgh, Scotland, the conferences allow industry leaders to share insight, thoughts and ideas. TEDA ctive, held in Palm Springs, Calif., will simulcast the 2012 conference and gives opportunities for attendees to participate in workshops.
The format is based on the idea that we are all connected no matter what our areas of expertise or background might be.
The transformed Lincoln brand shares the same spirit of connectivity, speaking to customers through engaging design and world-class customer service.
TED’s goal to create an intimate setting for its guests is the perfect way for Lincoln to continue building relationships with customers.
“Lincoln’s partnership with TED is now in its second year and we have been able to leverage an incredible audience, unique content and insider exposure to what makes it work and what drives the TEDster community,” said Jim Peters, manager, Lincoln Brand Content and Alliances.
The recent debut of the MKZ Concept is tangible proof of change at Lincoln. Its sweeping design, engaging technology and exceptional attention to detail reflect a knowledge and reflection of what customers are looking for in a luxury vehicle.
“TED embodies everything that the new Lincoln is about,” said Peters. “Even the acronym, TED, speaks to everything we showcased at the North American International Auto Show with the concept — new technologies like Lincoln Drive Control, great entertainment features with MyLincoln Touch™ and the exceptional design of the MKZ Concept.”
Lincoln will be in Palm Springs to share some of the details of the concept vehicle with TEDsters, a nickname for participants.
“Guests will have the opportunity to share their opinions about the brand and the MKZ Concept design via text, and those messages will be projected on a screen just outside of the Lincoln tent,” said Peters. “Everyone who participates will receive a VIP invitation to attend a cocktail hour Wednesday night of the event.”
The event takes place Feb. 27 through March 2. During those days, the information shared by TEDsters will have the potential to influence future designs. Additionally, TEDsters will be able to compete for a chance to gain exclusive access to the concept car and Lincoln experiences.
Brand specialists will be available to answer questions about the brand and lineup.
“It’s important that we be visible at events like this and accessible to our consumers,” said Peters. “We want to interact with them so that as we transform the brand, we can make sure we are giving them exactly what they need.”