Steer the Script Looks to Lure the Twittering Youth to Lincoln
The Lincoln Motor Company is looking for ways to target a demographic of youthful, educated, and wealthy car buyers for their luxury line. Lincoln, which has been rebuilding its brand with considerable success in 2013, is attempting to lure this group away from other luxury car brands in order to put them behind the wheel of their vehicles, and they have spared no expense in the process.
At the front of the surge was the company’s “Steer the Script” campaign, promoted by popular late night talk show host Jimmy Fallon. The campaign called upon fans to tweet their best road stories to Lincoln, with the best five amalgamated into one of Lincoln’s two $4 million Super Bowl advertisements. The advertisement featured cameos from Dallas Cowboy great Emmitt Smith, Star Trek’s Will Wheaton, and Rev Run of Run DMC fame.
Furthermore, Lincoln has opened its Lincoln Now website, which serves as a showcase for art, fashion and culture, all while providing updates from Lincoln’s Instagram and Twitter accounts.
Lincoln Now also boasts the Hello, Again project, which calls upon artists to share with Lincoln their conceptions of “reimagination.” For a company looking to reintroduce its ninety-year-old brand to a whole new generation, particularly by focusing on the top-selling MKZ, it’s all too fitting.