Lincoln Motor Company is engaging social media followers through a new interactive video for the 2015 Lincoln MKC.
The social video allows participants to gain control with a first-person perspective as a passenger, giving consumers a fun and interactive way to see the inside of the MKC. The video will have a social conversation surrounding it that will likely spur a social media following and potentially an increased interest in the vehicle.
“Dream Ride gives consumers a chance to experience MKC virtually prior to being able to test drive the real thing, and it brings into focus our commitment to personalization, putting the customer directly into the story,” said Dave Rivers, marketing communications manager at Lincoln Motor Company, Dearborn, MI.
“The idea, the technology and of course, the beautifully designed vehicle make for another innovative experiment that we feel will help increase consumer consideration of Lincoln and the MKC,” he said.
Actors Sam Page and Daniel Taylor star in the short film, “Dream Ride,” showcasing the new MKC. The video begins with the participant seated in a café with Mr. Page across the table.
Using the mouse, the viewer can look around as if moving their head.
If the viewer chooses to link the video with their Facebook page, the camera shows a credit card with the viewer’s name on it as Mr. Page thanks them for lunch. Also, Mr. Page’s smartphone is shown with the MyLincoln mobile application displayed.
Mr. Page stands to leave and bumps into a man, Mr. Taylor, walking by the table.
Walking toward the 2015 Lincoln MKC, Mr. Page cannot find his wallet and immediately concludes that the man he bumped into must have stolen it from him. Now begins the car chase.
First the car must get out of the parallel parking spot, but with the park-out assist and the rear view camera Mr. Page is able to smoothly navigate onto the road.
As the car chases after the taxi that Mr. Taylor is in, Mr. Page encourages his passenger to change the radio by clicking the touch screen console. Also, the viewer can look up at the sunroof and out the windows.
The forward collision warning tells the driver when the car is too close to the vehicle in front and the audio system and noise control are also demonstrated during the video.
When Mr. Page and the viewer finally meet up with Mr. Taylor, the wallet turns out to be the passenger’s, which is evident by the photo in the wallet, sourced from the viewer’s Facebook page.
The social media campaign surrounding Dream Ride is promoting the vehicle to the younger demographic of Lincoln consumers. The social conversation is being sparked by Largetail, a strategy and design studio, Bravo TV’s Andy Cohen, music duo Johnnyswim and journalist and blogger Kimatni Rawlins.
The brand’s social media accounts have images and comments from the conversation starters. For example, Mr. Rawlins pinned items that he includes in his dream ride like his family and surf boards.
Also, the Lincoln Motors Facebook page features images of Johnnyswim, Mr. Cohen, Mr. Rawlins and others with their Lincoln MKC.
The interactive video paired with a social conversation is creating buzz around the new car that will likely help advertise the car to a younger generation of drivers.
Virtual engagement allows consumers to act as participants in a brand’s video campaign. This creates a greater sense of awareness among viewers.
For instance, Italian fashion label Giorgio Armani increased consumer engagement by placing the viewer in the protagonist’s role for its latest Acqua di Giò campaign video.
By clicking an icon on YouTube’s view finder, the consumer altered the perspective of the video to see the model’s point of view or watch the scene normally. Although the viewer was not truly a part of the effort, allowing the consumer to decide how to watch increased engagement and was more likely to leave an impression (see story).
Also, Land Rover North America was bolstering its Range Rover Sport “Drive to Another Level” campaign with an interactive, high-intensity film that let viewers join the adventure with gaming options.
The “Race The Sun” film was equipped with WebSocket technology that allowed viewers to sync up their smart phones and tilt, tap and swipe their touch screens to keep up with the ride. To maximize the reach of the film, viewers participated in the film with their tablet and desktop as well (see story).
The ability to take control of the perspective and shift the view allows consumer to feel as if they are in the vehicle while sitting at their computers. The virtual experience allows consumers the ability to participate with a car without having to go to a dealership, and social media conversations spark continual interest and engagement among a wide spectrum of consumers.
“We are targeting two groups: first, those who are entering the premium segment for the first time, who have growing family needs and now the affluence to enjoy a premium vehicle and second, those who are already premium vehicle owners but now want a smaller vehicle as their life needs change,” Mr. Rivers said.
“Both these groups see themselves as progressive in their desires – they choose vehicles that mean more to them and that meet their own desires, more so than what a vehicle might say about them to others,” he said.
“There’s an even mix between male and female, and we believe the MKC will sell well on the coasts where the small premium utility segment indexes higher.”
“Largetail Studio worked with Lincoln on the social media influencer and content creation components of the program for MKC, using our ability to identify these individuals and connect with them through our publishing network for a very targeted approach,” said Evan Orensten, managing partner at Largetail, New York.