Lincoln, a division of the Ford Motor Company, was launching an integrated marketing campaign as part of its efforts to revitalize the brand with more contemporary vehicles. The goal of the campaign was to attract a younger demographic. Use of the web by car companies has become more and more important, but Lincoln was setting out to create a new benchmark for consumer involvement and participation.
The campaign associated the Lincoln brand with inspiring dreams, rewarding achievements, and celebrating success. Lincoln’s online community, mydream.tv, was to provide Lincoln with a means to make an emotional connection with their customers and help these customers achieve their goals and ambitions in a very practical way. Lincoln advertising and contests would be included as well to drive sales for the new car line.
The site would offer consumers tips and resources on how to make their dreams a reality and provide a place to go where people could talk about their dreams and aspirations, access resources, and strategize with experts to help achieve those dreams.