1. ‘LINCOLN SPOTLIGHT SHINES ON NEW TALENT’ MUSIC VIDEO
COMPETITION USES UNBOUND TECHNOLOGIES SOLUTION
Social Media Intelligence Innovator’s Technology Plays Key Role in
Dynamic Lincoln/Common Outreach Campaign
To increase brand awareness among a target audience of affluent
African Americans ages 24-45, luxury automaker Lincoln and Grammy
Award winner Common launched the nationwide “Lincoln Spotlight”
contest to select the best and brightest music talent.
In addition to the primary campaign goal to build awareness and
community around the Lincoln luxury automobile brand, Lincoln also
wanted to drive traffic to its lifestyle site, www.lincolnlounge.com, and
increase membership within that community. And Lincoln wanted to
accomplish these goals as cost-effectively and efficiently as possible.
Aspiring artists were asked to create a video and lyrics around one of
Lincoln’s four brand truths—advancing the American dream, exploring
what it means to reach higher, daring to do more, and taking pride in
one’s history—for one of 10 music tracks provided by Lincoln. Their
fans were then encouraged to vote for their favorites at the
lincolnlounge.com lifestyle site. The artists were also provided a widget
that enabled them to share their video with their fans who, in turn,
shared the widget with their friends and friends-of-friends. These Common
friends then went to LincolnLounge.com where they would register to
join the Lincoln community, listen to the video entries and vote for their
favorite artist. Online viewer voting helped determine the top five
finalists. Judging was based on originality and creativity, verbal
technique and visual sophistication.
Data Mapping MySpace, Facebook
For the campaign, UNBOUND Technologies provided the tools to
analyze the online social presence of African American Lincoln
enthusiasts through consumer affinity (shared interests) data maps
made from MySpace, Facebook and other social network websites.
The results for the three-month campaign were remarkable—with
more than 775,000 widget views within the target demographic and a
quadrupling of the number of unique visitors exposed to the Lincoln
Jael Gadsden
brand.
Hollywood Winner
West Hollywood, Calif. resident and aspiring lyricist Jael Gadsden was chosen the grand champion of
the Lincoln Spotlight online music competition by a panel that included Grammy Award-winning hip-hop
superstar Common, Grammy-winning music producer Bryan Michael Cox, VIBE magazine editor-in-
chief Danyel Smith, music executive Derek Dudley and renowned DJ Tony Touch. Gadsden earned a
prize of $10,000 and an opening spot for hip-hop superstar Common at one of his 2008 performances.
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2. “
Unbound Finds Right Affinity
In creating this campaign, the first step that Lincoln and its agency, the
UniWorld Group (UWG), took was to use UNBOUND technology to identify
the specific target audience in the UNBOUND Social Graph, a huge As momentum grows with the
database of detailed demographic, geolocation and affinity information on Lincoln brand, our approach is
to create innovative efforts,
200+ million social network users. They then used UNBOUND’s Social
such as this digital initiative, to
Search and Analysis solutions to analyze and rank affinities within this
connect our brand to a
target demographic, discovering that it was “into” R&B, soul and jazz. As a
targeted customer base. With
result, the campaign was designed around this affinity.
Lincoln Spotlight, not only were
we able to create a platform to
Summary of Campaign Results: celebrate music and music
lovers, but we also
successfully built a very
• 775,000 widget views
targeted community of new
• 313,000 page views (display ads)
users who now can collaborate
• 170,000 videos streamed (with pre-rolls of Lincoln
”
with existing users and interact
product) socially around our brand.
• 59,000 unique visitors —Tom Grill, Lincoln
• 7,680 new members of the Lincoln Lounge community Brand Manager
• 87% of the participants were the targeted audience
sought
Seed Strategy
The campaign’s seed strategy was, first and foremost, based on clearly understanding the target audience’s
affinities and influencers. The detailed consumer knowledge provided by UNBOUND Technologies’ Social Graph
database enabled campaign strategists to create highly relevant messaging that quickly and decisively engaged
the audience and incentivized great numbers of artist-influencers to participate. This in-depth knowledge, coupled
with widget technology that enabled viral dissemination of the videos on MySpace, resulted in rapid viral ignition
for this campaign.
Plan of Action
To locate and register contestants, UNBOUND provided access to the millions of profiles available on MySpace and
other popular social networks, and then identified, connected with and engaged targeted consumers found on these
sites. UNBOUND enabled Lincoln to pinpoint the most influential, socially connected African American Lincoln
enthusiasts in their social graph and motivate them to participate in the Lincoln Spotlight Contest. In the process of
reaching out to potential contest participants, UNBOUND:
• Identified the exact target audience of African American Lincoln enthusiasts on MySpace based on criteria matched to specific
demographics, psychographics, affinities, locations, etc.
• Determined the target audience’s Lincoln-related affinities—their mutual attraction to others with a shared interest in all things
Lincoln.
• Identified Key Influencers within this ad-hoc “virtual” community.
• Incentivized those Key Influencers to expose their fan/follower bases to the Lincoln Spotlight Contest by communicating to friends and
to friends-of-friends.
• Matched incentives to Lincoln-oriented consumer affinities.
• Employed quot;Viral Seeding/ Word of Mouthquot; techniques—Key Influencers told fans, fans told friends, who told their friends, etc.
• Wrapped the campaign messaging into interactive, shareable Widgets—attractive mini-applications with graphical user interface
elements that displayed Lincoln Spotlight contest information and provided a specific way for users to interact with the campaign by
responding to other user actions, accepting invitations and recommendations from Influencers to participate in the contest, and
inviting others to join in.
• Widgets distributed virally.
• Empowered the audience to participate in the conversation about the contest.
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