DEARBORN - This weekend culminates a remarkable milestone for the Lincoln brand, as we continue the launch of The Lincoln Motor Company and celebrate our debut in the Super Bowl. The journey began in early December with the marketing launch of the all-new MKZ, record levels of media coverage, exponential increases of traffic to Lincoln.com and putting Lincoln in the national spotlight, hitting more than 100 million impressions in just the first week.
It was during this time that Lincoln also announced a partnership with comedian Jimmy Fallon, launching an unprecedented social media based Super Bowl campaign, inviting Fallon’s 7 million Twitter followers to Steer The Script of our future spot by collecting true stories from their craziest road trips. This led to more than 6,000 tweets from which five were selected and strung together in one creative storyline.
But this was only the beginning. Our mission: Create the most social Super Bowl spot ever.
The exposure of a Super Bowl TV spot is usually enough for most advertisers. But for Lincoln, it also was about what we could do before, during and after the big game to maintain the national conversation that began in December, and continues to cement our place as a bonafide luxury player, challenging the traditional mindset and opening the minds of new clients.
Over the last several weeks, we’ve teased content, leaked images and video, as well as releasedone of Lincoln’s two 30-second spots on Wednesday night to dial up the buzz leading into Sunday’s game. The spot drives viewers to our online hub, Steer The Script, where the full story of all five tweets can be watched, discussed and shared alongside the rest of the content that maps our timeline from tweet No. 1 all the way to the Super Bowl. This 90-second video was just released and we’re proud to now share it with you.
Our other 30-second spot, titled “Phoenix,” features the all-new MKZ as a companion piece to the brand campaign currently on air – a visually impactful anthem to elicit a strong sense of progressive luxury, rounding out two strong brand messages.
You can take part in the excitement on Steer The Script, Twitter or Facebook.
As you tune in to the big game this weekend, continue to encourage your family, friends and colleagues to follow our incredible journey online. Spread the word, share content and read about the behind the scenes excitement here.
Enjoy the game!
Lincoln Group Marketing Manager