Lincoln Makes Mobile a “Vehicle of Choice” to Promote New MKX Crossover SUV

GOAL

Position the Lincoln MKX as a highly desired premium luxury automobile, while driving awareness around specific product features and the vehicle’s leading fuel economy.

SUMMARY

Well-Balanced

Plan Lincoln’s parent company, Ford, worked with their agency, Dearborn, MI-based Team Detroit, to create a campaign that reached consumers with both broad reach targeting methods (i.e. specific channels, such as luxury) and behavioral targeting. Lincoln combined completely new audiences with retargeted users from previous campaigns to optimize the overall performance.

Tablet Focused

The campaign ran mobile ads that were optimized for tablet viewing, and the targeting placed a heavy focus on reaching tablet users. According to Pew Research, the tablet demographic skews towards consumers with a household income of over $75,000k/year, making them an ideal audience for Lincoln’s luxury-themed message.

Consumer Engagement

The mobile rich media creative ad unit featured an animation with the Lincoln logo that expanded to show a branded video. The ad unit also linked to Lincoln’s dedicated mobile website, where likely buyers could build and price a car, locate a dealer, check inventory or request a quote.

RESULTS

• CTR for various channels ranged up to 6X over industry standards.
• Significant engagement with both the video and link to Lincoln mobile site.