Home  › Marketing › Retail
2015lincolnmkc-04-hr

Lincoln Takes Young Car Buyers on an Interactive Dream Ride

  |  June 30, 2014   |  Comments

The interactive video campaign will also include content from influencers on Facebook, Twitter, Instagram, and Pinterest.

To showcase features of its new small premium utility model and to appeal to younger car buyers, luxury automaker Lincoln has launched a "social media influencer campaign," by way of an interactive video called "Dream Ride."

Describing "Dream Ride" as "an immersive virtual ride experience that puts online visitors in the passenger seat of an MKC," Lincoln says participants travel with actor Sam Page as he pursues a suspected wallet thief. Along the way, they get to see an up-close look at the new 2015 MKC model, including features like available park-out assist and forward collision warning.

Viewers can watch the video without logging in, but Lincoln recommends they personalize the experience by connecting with Facebook, "furthering the social media impact initiated by" digital network, strategy, and design studio Largetail. They can also choose to log in to Facebook to see personalized elements like their names on a credit card and profile images in a wallet during the three-and-a-half-minute video.

To promote the video among a younger demographic, Lincoln says it tapped so-called social media influencers in entertainment, music, and automotive, including Bravo TV's Andy Cohen, music duo Johnnyswim, and automotive journalist and Fit Father blogger Kimatni Rawlins. These parties will share commentary on Facebook, Twitter, Instagram, and Pinterest.

In addition, Lincoln says custom "Dream Ride" content will be created and published within outlets in Largetail's network.

"Content marketing is a vital part of reaching younger audiences," said Andrew Frick, group marketing manager at Lincoln, in a prepared statement. "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."

A Lincoln rep was not available for further comment by deadline.

Paul Chaney, principal of Chaney Marketing Group, says the Facebook integration makes "Dream Ride" more fun, but the most impressive element is the use of influencers - particularly those that appeal to Lincoln's target audience.

However, he questions, "Will it convince younger people to purchase a car from an automotive brand that has historically been associated with older people? Who knows? A campaign not unlike this worked for Old Spice. Perhaps it will for Lincoln as well."

Others also liked the interactive experience. Erika Trautman, chief executive of interactive video firm Rapt Media, says viewers will likely stay engaged with the video and brand for more than three minutes, which is great for Lincoln. She tells ClickZ that she herself watched the video multiple times to see if there were differences and suspects the brand will benefit from multiple views from other visitors as well.

Trautman says the only missed opportunity is mobile.

"Since it's Flash, if a viewer is watching on their tablet or smartphone, they get a standard linear video experience, and Lincoln loses those engagement benefits from the interactivity," she says. "Studies show that viewers do stay engaged with great interactive video content on smartphones and tablets, so digital marketers really should consider a mobile-inclusive video strategy."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...