“How do you sell a vehicle that people can’t see, touch, or feel?”

Jenna Thompson, digital retail marketing manager/technology and personalization at the Lincoln Motor Co., was charged with tackling this complex question as she sought to promote the auto marque’s 2018 Navigator, a luxury sports vehicle (SUV) released late last year.

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Jenna Thompson, digital retail marketing manager/technology and personalization, Lincoln Motor Co.

There were challenges that focused Thompson’s strategic direction: the vehicle boasted a starting price of approximately $70,000, while a top-of-the-line model could send a buyer racing past the $100,000 mark. In tempting affluent consumers to snap up the opulent four-wheeled offering, Lincoln turned to 360-degree digital video that also was compatible with virtual-reality headsets.