Social Media interactions with TV host to be featured during Super Bowl ad
Jimmy Fallon receives thousands of tweets on a daily basis, but none have ever appeared in a
television commercial; until now. Luxury car company Lincoln is joining forces with late night
TV host Jimmy Fallon in an attempt to renew its faltering brand image.
Fans were invited to tweet Fallon about unique road trip experiences and the response was
immediate. During the first week in December he received over 6,000 tweets in a three-day span.
Of those tweets, five were selected to be featured in an upcoming ad during the Super Bowl.
This Social Media outreach is Lincoln’s latest attempt to revive its appeal to younger drivers.
Hoping to lower its current average buyer age from 65, their marketing target has shifted to
social platforms that expand daily. Lincoln is seeking the youthfulness, as well as transparency,
that Social Media offers.