Ford Launches Webisodes for Lincoln, Mercury Brands
Ford Motor Co. is boosting two of its brands via Webisodes that promote the new Mercury Milan and Lincoln Zephyr sedans.
The 90-second promotional films, available at Lovelybysurprise.com and Theneverything.com, together serve as previews for an unnamed, full-length independent film scheduled for release this fall.
“We think people will be intrigued by the characters in the stories, and return each week to learn more,” said Scott Kelly, digital marketing manager for Lincoln Mercury in a statement. “Ideally, they’ll click through the Web sites to learn more about our great new Lincoln and Mercury products.”
In Lincoln Zephyr’s Lovely by Surprise Webisode, an author facing writer’s block turns to her mentor and former flame for advice. As the story progresses each week, viewers discover more about the conflict clouding her creative process.
For Mercury Milan’s The Neverything Webisode features two quirky brothers who lead a carefree, childlike existence in their unconventional world: a houseboat in the middle of an empty field. As the story unfolds, one brother is drawn to discover more of what the world has to offer. Both brands appear in scenes in the Webisodes.
The campaign follows a previous Webisode promotion Ford launched last year called Meet the Lucky Ones. The goal behind the promotion is to harness the growth in broadband technology and Internet use by customers, which is estimated to reach nearly 70 million households in the U.S. by 2010, a company statement said.
Ford is tying the two Webisodes to a pair of sweepstakes, one dangling a grand-prize of a 2006 Lincoln Zephyr and the other a 2006 Mercury Milan. Consumers can enter the sweepstakes of their choice at Theneverything.com or Lovelybysurprise.com through May 8. First-prize winners in each sweeps will receive a trip for two to Italy, Alaska or Hollywood; second-prize winners will receive iPods or digital cameras.
To promote the Webisodes, Mercury will tap Web sites frequented by independent movie fans, while Lincoln will run banner ads on MSN.com, iFilm.com and Rottentomatoes.com. Both brands will run print ads. Lincoln will extend a partnership with American Airlines to have 90-second film trailers of Lovely By Surprise aired on select flights.
Last year, Mercury’s five-week tale of personal discovery through a cast of 10 quirky characters in Meet the Lucky Ones attracted 1.9 million unique visitors to the brand’s site. Mercury used the Webisode to promote its Mariner SUV.
“Going forward, we will be more aggressive in appealing to these customers with clear, modern differentiation in the design of Mercurys, a unique purchase experience and marketing that is targeted, personalized and interactive,” said Mark Fields, Ford’s EVP and president of The Americas, in a statement.
Ford released the Webisodes only weeks after it announced details of a comprehensive “Way Forward” plan to restore profitability to its automotive business in the U.S. no later than 2008.
The Dearborn, MI-based automaker has struggled to boost sales and sustain its market share. On Monday, Fitch Ratings, which rates companies’ financial stability, issued a negative rating outlook for Ford Motor Co.
“Ford will need to arrest market share losses (1.1% in North America in 2005) through continued, successful new product introductions,” the company said in a statement. Adding to Ford’s woes is a backlash from conservative Christian group American Family Association, which recently launched a boycott of Ford vehicles due to the company’s ads in gay publications and support of gay rights groups.
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