Lincoln kicks off media campaign at Grammys
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ORLANDO -- Lincoln will kick off a multimedia campaign called “Hello Again” with two commercials Sunday night during the Grammy Awards telecast.
The campaign “is really a celebration of the re-emergence of the Lincoln brand,” Matt VanDyke, Lincoln’s director of global marketing, sales and service, said in an interview at the National Automobile Dealers Association convention.
“It’s a digital and experiential program that lasts all year long.”
The commercials will direct viewers to lincoln.com, where they will see singer-songwriter Beck performing a version of a 1977 David Bowie song called “Sound and Vision.” Beck will be accompanied by a 170-person ensemble performing the song on a revolving stage.
It’s the first of a number of such performances that will go on all year as Lincoln tries to reinvent itself, starting with the 2013 MKZ sedan.
Lincoln, which now bills itself as The Lincoln Motor Co. in ads, wants customers to be open to new possibilities for the brand. Dealers will play a big role in the campaign, VanDyke said.
“We’re going to get more involved in social media and create content that dealers can share in a meaningful way to build interest,” he said.
Ford has opened its purse strings to re-energize Lincoln, which has suffered from slow sales, an aging owner body and uninspired products. Two Lincoln commercials ran during the Super Bowl.
You can reach Bradford Wernle at bwernle@crain.com.
