Fans of popular TV programs like “Mad Men,” “Empire,” and the Emmys are a key audience for Lincoln Motor Company. This past year, the automotive brand reached those viewers in an unexpected and powerful way. Rather than running traditional TV ads, @LincolnMotorCo engaged potential customers by launching rich media Twitter campaigns with special TV tie-ins.
For example, during the Emmys, @LincolnMotorCo Tweeted a series of GIFs featuring actor Matthew McConaughey, an Emmy nominee and the host of the event. The brand used TV conversation targeting to ensure the content reached people who were watching the show at just the right moments.
The tactic proved successful, says Amanda Juip (@yipes28), a social media manager at @LincolnMotorCo. When share of buzz was calculated after the broadcast, @LincolnMotorCo won out over competing luxury brands who had run traditional TV ads.
“The MKC nameplate was one of the top performers, and that was a huge testament to the power of Twitter.”Amanda Juip@yipes28social media manager, @LincolnMotorCo