DEARBORN, Mich. – 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.
“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.