They wanted a TV commercial
We gave them a half hour TV show, created social content that set off a frenzy of chatter and facilitated an online debate that got consumers talking about Lincoln in a whole new way.
Lincoln had always been a luxury brand, but who says beauty and style can’t have performance too. Lincoln was looking for way to create some buzz around its new MKS. They said: ‘Maybe we make a commercial about the new engine.” But we wanted to do something bigger. We came up with a challenge. Could Lincoln’s V6 engine beat 4 luxury European V8’s in a race full of twists and turns through the Colorado Mountains? We set to work to find out.
The result was a half hour TV show for the Speed Channel, a partnership with MotorTrend and Automobile Magazines, and a social content campaign that was unlike anything Lincoln had ever dreamed of.
Beyond the Speed Channel episode we created shorter versions to be used as branded content for social. Each provided a unique take on Lincoln and its challengers.
We then posted each of the competitors’ cars’ time trials as well as video of the driver’s view. By partnering with Automobile and MotorTrend magazines and having them officiate the race, we were able to insure that the results were legitimate.
Beyond creating branded content for Lincoln, we also created a robust digital campaign to help drive traffic to the 6versus8.com.
Dealerships
We stop at the video content and digital, we also thought about the dealer groups and how this story could not only get customers interested in the Lincoln MKS, but also help dealers with their sales goals. We created posters for the dealer showrooms and created jump drive key fob with the entire 6 versus 8 speed channel show. Lincoln saw huge sales with many upgrading to the largest Ecoboost engine.
