American car manufacturer Lincoln is running “Steer The Script”, an integrated advertising campaign promoting the new MKZ using road trip experiences of Twitter fans. In December 2012 comedian Jimmy Fallon @JimmyFallon and @LincolnMotorCo asked the question, “What’s the craziest thing that ever happened to you on a road trip?”. A creative team picked through three days of Twitter responses to put together a script for the 2013 Super Bowl commercial. Filming of the new ad included five finalists. @AllenFabijan told a story about motorcyclists stopping for a parade of turtles. @KarinaRoseWhite contributed a story about an alpaca farm. @DebDef picked up a hitchhiker. @AdinaSpivak saw two proposals happen on her way to a wedding. @Will_Stenner ended up on a movie set. The final 1:30 minute commercial, launched online, includes cameos by RevRun, Wil Wheaton and Emmitt Smith. The campaign continues at steerthescript.com, this time with the question, “Where do you want to go next?”.
Click on the image below to play the video in YouTube (HD)
Click on the image below to play the Making of the Steer the Script commercial in YouTube (HD)
The Road Trip campaign was developed at Hudson Rouge, New York.
Sound was produced at Heard City. Music was edited by DJ Emmitt Smith.