Lincoln creates first Super Bowl ad in more than a decade and launches Mark LT with an integrated marketing campaign including a "Jet to Jacksonville" sweepstakes
December 10, 2004
The all-new 2006 Lincoln Mark LT takes Lincoln luxury back to the Super Bowl and to a new segment, the luxury truck market. Mark LT arrives in dealer showrooms this coming spring with a base price of $39,995 and begins its marketing launch during Super Bowl XXXIX weekend.
The Mark LT is out to make an impression among a broader target audience with an integrated pre-launch marketing campaign. In order to turn a few heads and get people talking, the Mark LT is being launched with a surprising and entertaining advertisement during Super Bowl XXXIX. The ad, which is the first Lincoln Mercury Super Bowl ad in more than a decade, will play up the unexpected nature of the vehicle that promises to be enticing, desirable, and hard-to-resist -- even for those who typically resist temptation.
"The Mark LT has continued to surprise the truck market since its unveiling early this year," said Darryl Hazel, president of Lincoln Mercury. "We've combined true luxury and capability in a pickup, and now with a starting price under $40,000, Lincoln is creating both a new segment and tremendous value with the Mark LT. Customers will take notice when this game changer makes its appearance at the Super Bowl."
The ad will be seen as a 30-second spot during the first half of the game and will also be viewable on lincoln.com beginning on Super Bowl Sunday. Lincoln will extend its marketing campaign for the new Mark LT as the exclusive, automotive sponsor of the Sports Illustrated Super Swimsuit Party, which takes place in Jacksonville, Florida on February 5, 2005.
In addition, there will be a digital component of the integrated marketing campaign for the new Mark LT -- a sweepstakes on Lincoln.com, for the chance to win a trip to Jacksonville. The Lincoln Mark LT "Jet to Jacksonville" Getaway will run from December 1, 2004 to January 9, 2005. The grand prize is a trip for two to Jacksonville, Florida, which must be taken between February 3, 2005 and February 7, 2005, including round-trip coach air transportation, 5-day/4-night hotel accommodations, ground transportation, and two tickets to the Sports Illustrated Super Swimsuit Party and the Sports Illustrated Tailgate and Post Game Party.