Lincoln's #SteerTheScript Campaign Creates a Romantic Story
Jonathon Brown — February 4, 2013 — Autos
The new #SteerTheScript campaign by Lincoln came to fruition last night during the Super Bowl, when this commercial aired for the first time on broadcast television.
#SteerTheScript was a unique collaboration between Lincoln, Jimmy Fallon and fans on Twitter. The idea was to have audiences tweet in parts of the story to Jimmy Fallon's account. All kinds of people tweeted one random part of a story and then Lincoln put a few of them together to create this odd romance plot.
A woman is seen driving down a winding road when she picks up a charming hitchhiker. After meeting bikers at a turtle crossing and crashing a movie set full of aliens, the couple eventually gets hitched. This commercial mimics a popular writing exercise which calls for everyone in the room to make up the next line of a story until everyone is gone. It usually produces a funny story too.
#SteerTheScript was a unique collaboration between Lincoln, Jimmy Fallon and fans on Twitter. The idea was to have audiences tweet in parts of the story to Jimmy Fallon's account. All kinds of people tweeted one random part of a story and then Lincoln put a few of them together to create this odd romance plot.
A woman is seen driving down a winding road when she picks up a charming hitchhiker. After meeting bikers at a turtle crossing and crashing a movie set full of aliens, the couple eventually gets hitched. This commercial mimics a popular writing exercise which calls for everyone in the room to make up the next line of a story until everyone is gone. It usually produces a funny story too.
Trend Themes
1. Crowd-sourced Commercial Concepts - Companies can involve their audience to create unique marketing campaigns through social media platforms.
2. #steerthescript Campaign - Brands can use social media influencers like Jimmy Fallon to engage more users in their campaigns.
3. Collaborative Storytelling - Brands can leverage social media as a tool to collect ideas from their followers and create content that resonates with their audience.
Industry Implications
1. Advertising - Ad agencies can offer crowd-sourced commercial concepts as a unique service to companies to create innovative and personalized advertising campaigns.
2. Social Media - Social media platforms can integrate tools that enable companies to partner with social media influencers and engage their users to create unique content through challenges and contests.
3. Brand Activation - Brand activation agencies can provide collaborative storytelling campaigns that involve customers and generate unique content as part of their experiential marketing services.
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