Lincoln, the world's leading luxury automotive company, has revealed their Super Bowl ad which was written entirely through social media with the help of Twitter according to a company press release.
The company hired comedian Jimmy Fallon last month to create the unique commercial, and in part he asked his seven million followers on Twitter to tweet responses to his questions about road trips full of "unexpected events." Fallon took the best answers he received to use for the Lincoln spot.
Click here to see some example of the tweets that will appear in the commercial.
"A major element of all successful transformations is creating awareness and conversation among many more consumers than just the intended client audience," said Matt VanDyke, Director, Global Lincoln in the company press release. "True to our brand's new vision to be surprising and different, we approached developing this commercial in a new and revolutionary way - we invited the world to help drive this story and now look forward to this work helping continue the conversation about Lincoln."
Over a three-day time-span in December, people took to Twitter to discuss their most "outrageous road trip experiences" in only 140 characters or less. Fallon received over 6,000 tweets, and with the help of his team they chose the best to appear in the 30-second spot.
Expect the commercial to premiere during the third quarter of the Super Bowl set to take place on Feb. 3.
The long form of the commercial will be available online at SteertheScript.com which will feature three-time Super Bowl champion and the NFL's all-time leading rusher Emmitt Smith. Smith lent his voice to the online ad and plays a DJ in the opening scene of the ad.
"Using the power of the Super Bowl to continue the conversation about Lincoln makes a great deal of sense," said Smith in the press release. "As someone whose success on 'Dancing with the Stars' was dependent on the same kind of fan interaction, I am delighted to be working with a brand that places such emphasis on allowing their supporters to be involved in the creative process."
Hip-hop artist Rev Run and actor Wil Wheaton will also make an appearance in the commercial.
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