Ford’s New Site Targets Urban Market
Ford Motor Co. has launched a custom designed Web site for its Lincoln brand, targeting urban consumers with help from former basketball great Magic Johnson. The goal is to connect with urban consumers in an engaging and relevant way as part of a larger strategy to reach the urban market.
Lincoln Lounge showcases the brand’s major marketing activities, programs and promotions, as well as its new vehicles. A secondary research channel offers insights about the brand. The site opens with the site tour ambassador, Ervin Magic Johnson, who provides a personal, guided introduction. Johnson helped Ford personalize the site for the urban market.
The site includes a number of lifestyle “channels” that users can browse through. They include:
- Spotlight— Lincoln advertising activities and major events
- Magic Johnson— on Lincoln’s partnership with Johnson and their growing community-based relationship. Links to the Magic Johnson properties include his charitable arm, the Magic Johnson Foundation.
- Sounds of Lincoln— urban, contemporary music
- Holla Back— user feedback
- Reader Columns— editorial content, such as auto reviews and articles on after-market customization
- A look at Lincoln history and current news
A sweepstakes tied to the launch offers a chance to win a fully tricked out Magic DUB edition Lincoln Mark LT. The sweeps ends Jan. 31.
