New York City-based Fox Market Wire, an investor and business news site, and Lincoln Mercury announced a cross-media advertising campaign promoting the new Lincoln LS.
The partnership goes beyond traditional online buttons and banners to create a mini-site, featuring a Lincoln Mercury-sponsored contest that asks consumers to take the “Fox Investment Challenge.” Spending details on the campaign were not disclosed.
The challenge is to manage a fantasy $500,000 online trading account. Contestants are able to experiment with different investment strategies by trading equities listed on all major domestic exchanges. It incorporates commission schedules, dividends and stock splits and trades are placed using real-time prices.
The “Fox Investment Challenge” will be promoted on all News America Digital Publishing sites, including Fox News Online, Fox Market Wire and Fox Sports Online, as well as strategic media buys across the Internet.
The broadcast component includes commercial spots running on the Fox News Channel. In addition to the advertising spots, weekly winners of the “Fox Investment Challenge” will be announced each Monday on the Fox News Channel’s 5 p.m. Cavuto Report and the grand-prize winner (who gets a new Lincoln Navigator) will appear on the show in March.
“We are excited to be working with NADP to create a unique platform to promote the new Lincoln LS,” said Ian Beavis, marketing communications manager for Lincoln Mercury. “Consumers who purchase Lincolns are typically business professionals on the cutting-edge of technology. The ‘Fox Investment Challenge’ reaches this target audience and strengthens the Lincoln Mercury brand.”
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