Coca-Cola, Audi, and Doritos are not the only businesses that will incorporate social media into their Super Bowl ad this year. Recently, Detroit’s Ford Motor Company announced plans to put together a Super Bowl ad that incorporates tweets about the Lincoln brand.
Late night television talk show host Jimmy Fallon is working with Lincoln to debut the one minute, $8 million dollar commercial, which is currently being shot in California. Lincoln’s Super Bowl debut will feature tweets sent to Jimmy Fallon regarding unique road trip experiences.
He received more than 6,000 tweets over three days during the first week in December, said Matt VanDyke, director of global Lincoln marketing. From there five tweets were chosen to debut in Ford’s first Super Bowl spot in seven years.
Accoridng to recent reports, the Lincoln division of Ford is making an effort to renew its image so the company appeals to a new demographic of buyers.
“We have to pull out all the stops to get noticed and get Lincoln back on folks’ radar,” says Matt VanDyke, director of global Lincoln marketing.
The luxury car company is using the social media Super Bowl ad to increase younger driver’s interest in new Lincoln products. In 1999, the car company ranked as one of the best-selling luxury car brands in the U.S., but has behind brands like Mercedes, BMW and Audi. As a result there are 200 less Lincoln dealerships nationwide than there were 14 years ago
The ad will highlight the redesigned 2013 Lincoln MKZ midsize sedan, the first of four new products over the next four years, says VanDyke. The hope, he says, is to lower the brand’s average buyer age from the current 65 to 55 years.
Source: Detroit Free Press
