The Lincoln Motor Company: MKZ/29HD tablet magazine integration

This case study describes a campaign by Lincoln Motor Company to introduce the all-new Lincoln MKZ and its defining character attributes to its core target audience in the US, via intensely personal and immersive tablet experiences across selected paid digital magazine subscriptions.

The Lincoln Motor Company: MKZ/29HD tablet magazine integration

Campaign details

Advertiser: Lincoln Motor CompanyAgency: Team DetroitCategory: Tablet Campaign Region: North America

Strategy

Reintroduce the all-new Lincoln MKZ and its defining character attributes among the core target of "Cultural Progressives" via intensely personal and immersive tablet experiences across select paid digital magazine subscriptions

Execution

Target audience: Cultural Progressives; M/W A35-50 years old, HH Income $150k+; Better educated, men and women; Open minded & obsessively curious; Unique experiences over possessions; Wealth is means to self-expressions; Passions represent their individuality; Fear complacency and Inertia.

Psychographic:...

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