Lincoln’s new campaign—dubbed Dream Ride—makes a big push to sell millennials on the 2015 Lincoln MKC crossover SUV with an interactive microsite, social advertising and an influencer program.
The effort builds on two similar campaigns Lincoln has run in the past year that used musicians Beck and Aloe Blacc to tout new car launches. Based on those campaigns, this year’s initiative centers around actors Sam Page and Daniel Taylor with stronger content and social components.
The Dearborn, Mich.-based automaker is also using Bravo TV’s Andy Cohen, musical group Johnnyswim and automotive writer Kimatni Rawlins as social influencers who will promote the campaign on Facebook, Twitter, Instagram and Pinterest. For example, Johnnyswim set up a Pinterest page with pictures of things that inspire someone's perfect ride.
Content will also be pushed out to design studio Largetail’s publishers and influencers. "We also kept in mind our target for the MKC: Those who are entering the premium segment for the first time, who have growing family needs and now the affluence to enjoy a premium vehicle," said Lincoln’s Dave Rivers, marketing communications manager.
Dream Ride is an online video experience and microsite that is set-up so that consumers can move a mouse around the screen and click on buttons to see multiple views of the car.
The beginning of the video shows both actors in a café, where Taylor allegedly steals Page’s wallet. From there, Page races across town to track down Taylor while shots of the car flash across the screen. After the video ends, the microsite changes to a page that includes more information about the MKC and a car builder tool.
The campaign is supported by sponsored posts and Promoted Tweets on Facebook and Twitter targeted towards specific segments of consumers. Based on relevant social chatter, the automaker will target content-heavy ads towards users who are in the market to buy a car.