Lincoln launched its new MKS sedan to black consumers Tuesday with what it called a three-minute movie commercial.
Called MadCrazyLove, the spot ran during the Black Entertainment Television Awards pre-show. The commercial depicts a black couples romantic journey in the MKS.
Lincoln wants the extended spot to drive consumers to Lincolns Web site, www.lincoln.com, says Brett Wheatley, Lincolns general marketing manager.
We want to intrigue viewers and get them on the Web site to learn more, Wheatley told Automotive News. He would not disclose Lincolns spending on the campaign.
Lincoln has taken 10,000 orders for the MKS, which is starting to arrive in showrooms, Wheatley says. He would not project annual sales for the sedan.
Lincoln also will run a 15-second spot and three 30-second commercials tied to MadCrazyLove on cable TV and during national syndicated TV shows starting today.
Lincoln expects viewers of the short commercials to go online at www.lincoln.com or www.lincolnlounge.com to watch the three-minute movie, says Thomais Zaremba, Lincoln Tier One communication manager.
The target consumer spends a lot of time online, Zaremba says.
In the black consumer market, the MKS is expected to appeal to consumers between ages 30 and 45, Zaremba says. Lincoln expects men to account for about 60 percent of the cars black buyers, she adds.
Print and digital MKS ads aimed at blacks are scheduled to launch in July. Lincolns black advertising agency, UniWorld Group Inc., of New York, created the campaign.