Re-imagining Lincoln Digital

1. WHY I LOVE SHINY TOY GUNS
RE-IMAGINING LINCOLN DIGITAL
ANDREW KYREJKO / ANDREW@AKYREJKO.COM

2. CONTENTS (CLICK EACH TO JUMP AHEAD)
CHALLENGE
BYPASS THE BULL
LINCOLN: BRAND STATUS
CONSUMER ANALYSIS: LINCOLN’S FORTYS
CURRENT DIGITAL CONDITIONS
THE NUTSHELL
INSIGHTS
NEW DIGITAL STRATEGY

3. CHALLENGE
REINTRODUCE THE LINCOLN BRAND TO THEIR 40 YEAR-OLD TARGET THROUGH DIGITAL. BASED
ON WHAT YOU SEE ON THEIR SITE AND THE WEB, WHAT COULD THEY DO TO REALLY BREAK OUT IN
2010?
WHAT KIND OF STORY SHOULD THEY TELL? WHAT KIND OF DIGITAL EXPERIENCE WOULD
REALLY SET THEM APART FROM CADILLAC?
TAKE US THROUGH A BRIEF BIG PICTURE STRATEGY BASED ON YOUR INSIGHTS.
*DECK IS BASED ON DIGITAL PLATFORMS, MEDIA, DATA, LINKS, ETC. AS OF APRIL 2010
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4. Contents

5. EXAMPLE: LINCOLN.COM SIMPLIFYING CONNECTIVITY CIRCUMVENTS A
PROVIDES IMMEDIATE CAPTURE BATTLEGROUND PACKED WITH BRANDS VYING
OF SELECT TV AD MUSIC. FOR ATTENTION, LOVE, AND MARKET SHARE.
EXPERIENCE THE CONNECTION AT LINCOLN.COM Download Major Tom
WATCH THE TV SPOT ON YOUTUBE from iTunes
Listen on Youtube
INSTEAD OF LEAVING LINCOLN.COM TO SEARCH FOR MUSIC, MY
LOVE FOR SHINY TOY GUNS BEGAN WITHIN THE LINCOLN BRAND.
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6. LEARNING FROM THIS
MICRO EXAMPLE IS VITAL
TO TRULY RE-IMAGINING
LINCOLN DIGITAL.
BEFORE ADDRESSING INSIGHTS AND A NEW
STRATEGY, LETS THOROUGHLY UNDERSTAND THE
BRAND, ITS 40 YEAR-OLD TARGET, AND LINCOLN’S
CURRENT DIGITAL ARCHITECTURE.
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7. EXPERIENCE
THE 2011 LINCOLN MKX
THE BRAND
RECENT NEWS View the of cial
MyLincoln Touch
- 2011MKX LUXURY CROSSOVER LAUNCHING THIS SUMMER spot on Youtube
- LINCOLN DEBUTING FORD’S NEW INTUITIVE TOUCH TECHNOLOGY
- CRITICS APPLAUD FORD’S 3 YEAR REBRAND OF LINCOLN
- RE-CRAFTED TO COMBAT GM’S CADILLAC, LINCOLN’S PRIMARY COMPETITOR
- JD POWER NUMBER 2 RATING FOR VEHICLE DEPENDABILITY
IDENTITY
- DEDICATED TO SEAMLESS ENGINEERING FOR THE DIGITAL AGE
- MYLINCOLNTOUCH “WILL TURN FORD’S CARS INTO SOCIALLY NETWORKED, CLOUD-
CONNECTED SUPERMACHINES. [FORD IS POISED TO BECOME] AMERICA'S MOST SURPRISING
CONSUMER-ELECTRONICS COMPANY. Read the full article
”
LINCOLN IS POSITIONED AS AN INNOVATIVE LUXURY BRAND
EQUIPPED FOR THE DEMANDS OF THE MODERN DRIVER.
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8. THE
CONSUMER
40 YEAR-OLD LINCOLN BUYERS EXPECT EXPERIENCES
TO SYNC WITH THEIR LIVES AND VALUES.
Watch this short video
on Youtube: “A Tale of THEY WERE NOT BORN WIRED TO A DIGITAL LIFESTYLE
Turning 40.” BUT FORTYS SPEND CONSIDERABLE TIME BANKING
An example of how ONLINE, SEEKING HEALTH INFORMATION, AND
Lincoln Fortys calmly
and deliberately savor RESEARCHING/PURCHASING PRODUCTS.
calculated luxury
TO CREATE VALUE THAT FORTYS RESPOND TO, DIGITAL MUST HAVE
PRACTICAL IMPLICATIONS, A DEGREE OF TAILORED ADVENTURE,
AND FACILITATE THE EXECUTION OF THEIR EVOLVING PRIORITIES.
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9. CURRENT
CONDITIONS LINCOLN.COM
Lincoln’s priorities are to raise awareness, excite Fortys about Lincoln’s
products, entice them to visit showrooms, and sell vehicles.
While the 2011 MKX and 2011 Hybrid, the frontiers of the brand, are given
wide berths on the main page, maintaining the importance of other product
information is sacri ced.
The “explore” section dedicated to the redesigned 2011 Lincoln MKX is
visually distinctive but an obscured introduction of MyLincoln Touch fails to
fully realize the innovation’s value. This element also lives disjointed from the
main Lincoln.com. Instead of uidly interacting with the brand, visitors may
become confused when general options and main information disappear.
Videos and 360 degree vehicle views, however, are well-crafted,
informational, and exciting. Visit Lincoln.com.
THE AMBIGUOUS DESIGN AND DISCONNECTED
ARCHITECTURE OF LINCOLN.COM MUDDIES THE
BRAND’S DIGITAL MISSION.
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10. CURRENT
CONDITIONS
SOCIAL MEDIA / INTERACTIVE
Within the “Explore the 2011 MKX” microcosm, visitors can share the entire
website or carefully search to nd the single, nearly hidden link to Lincoln’s
Facebook page. Lincoln videos blanket Youtube but without a sponsored
channel, hunting is required.
Recalling Shiny Toy Guns, individual interactions with content are only found
when watching two particular Lincoln TV spots in the main site’s media
library. If visitors choose to interact with the music from the ad, artist and
title are already listed above a link to iTunes or a free download.
SPARSE INTERACTIVE OPTIONS HAVE
RESTRICTED THE MAJORITY OF LINCOLN DIGITAL
TO THE CONFINES OF LINCOLN.COM.
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11. CURRENT
CONDITIONS CADILLAC
Cadillac has focused on embracing brand enthusiasts, building a responsive
Facebook fan base (over 140,000 compared to Lincoln’s 2,900), and
expanding the reach of their Youtube channel.
However, unlike Lincoln, Cadillac fails to offer content sharing and media
interaction beyond standard email. Options to save speci c vehicle and
dealership information hint at integration but the attempt is hardly suggestive
of an optimally connected digital effort.
LINCOLN’S COMPETITOR HINTS AT THE
CULTIVATION OF A STRONG SOCIAL MEDIA
FOOTPRINT, BUT THE BRAND’S OVERALL DIGITAL
PRESENCE STILL FALLS SHORT.
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12. CURRENT
CONDITIONS CATEGORY NEWS
Acura, Lexus, and even Buick’s spaces are simpli ed to maximize immediate
product interactions that ful ll core digital priorities.
BMW USA furthers its reach through a free membership arm that
individualizes the BMW experience and cradles its most loyal consumers.
Jaguar USA is rethinking how luxury brands live online with pliable digital,
ideal for handheld media devices and lightweight netbooks.
OTHER LUXURY BRANDS ARE FOCUSING ON
STREAMLINING AND PRIORITIZING PRIMARY DIGITAL
SPACES WHILE WORKING TO WIDEN THE REACH OF
THEIR DIGITAL FOOTPRINTS.
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13. THE NUTSHELL
Lincoln has transformed their vehicles into beautifully integrated
machines bonded to intuitive, highly innovative technology.
Oppositely, Lincoln digital is a void of sameness where
the frontier of the brand’s voice dies at the front door.
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14. INSIGHTS
Lincoln can cultivate the beauty, luxury, and modern practicality of their brand
through simpli ed, straightforward digital architecture that motivates
purchase as distinctly as Lincoln connected me to Shiny Toy Guns.
Fortys seek practical usefulness and familiarity in digital. They thrive off the
satisfaction of certainty and respond to tailored social media offerings crafted
to sync with their everyday lifestyles.
Integrated touch technology is a key element of Lincoln and Ford’s future. By
bridging the MyLincoln Touch experiential gap, Lincoln Digital can elevate
Fortys’ interactions with the brand and encourage them to experience Lincoln
in person.
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15. NEW DIGITAL STRATEGY
Create a lean, needs-based information hierarchy that owns Lincoln’s priorities.
Provide target-appropriate content sharing capabilities throughout Lincoln’s digital
footprint to expand brand reach and diversify interactivity beyond Lincoln.com.
Build an organic digital space that illuminates the pace of Lincoln innovation while
adapting with Fortys’ evolving expectations.
TO FURTHER VISUALIZE THIS STRATEGY, LINCOLN’S NEW
DIGITAL ARCHITECTURE BROADLY TRANSLATES TO THE
FOLLOWING MODEL.
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16. LINCOLN’S DIGITAL HIERARCHY OF
NEEDS AND TOOLS
Quantity of digital allocated
LIN
PRIMARY
AWARENESS: MyLincoln Touch + 2011 MKX + 2011 Hybrid + Sync
CO
EXCITEMENT: Vehicle Gallery + Media + Reviews + News
LN
SECONDARY ENGAGEMENT: Find a Dealer + Connect + Lincoln Members + Events
D IGIT
ENTICEMENT: Shopping Tools + Special Offers
TERTIARY PARTICIPATE / ADVOCATE: Owners Portal + Forums + Native Blogs
AL
BOND: Welcome to Lincoln + Ford + History
*Interconnectivity and social media appropriately integrated throughout
THIS PLAN LEVERAGES THE VALUE OF CALCULATED PRIORITIZATION.
LINCOLN CAN HARNESS DIGITAL TO SATISFY THE BRAND’S MOST IMPORTANT
NEEDS WHILE CONCRETIZING RELATIONSHIPS WITH LINCOLN FORTYS.
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17. SOURCES
AARP
CAR AND DRIVER
CNBC
CNN MONEY
FAST COMPANY
JD POWER & ASSOCIATES
THE NEW YORK TIMES
CONTACT ME
ANDREW@AKYREJKO.COM
WWW.AKYREJKO.COM
BLOG.AKYREJKO.COM
THANK YOU FOR YOUR TIME.
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