Heritage and culture can be tricky topics to navigate for a legacy brand aiming to change audience perceptions. Through Tumblr, we have worked to carefully extend stories in these two topics for the Lincoln Motor Company.
The Heritage channel features a weekly dose of retro car porn for the classic Lincoln enthusiasts, while the Lincoln Now channel uncovers stories on product and lifestyle through a very Tumblr-esque perspective. Snackable brand content in the form of short films, photo essays, quotes, sketches, and – naturally – GIFs make their way onto this site to extend campaign content to the aspirational audience, content collectors, and the creative elite.
We earned bragging rights when David Karp declared the Lincoln Motor Company one of a handful of brands that “gets it.” Thanks, David.