Joeychgo
May 13th, 2006, 02:49 PM
LINCOLN, MERCURY LAUNCH NEW SERIES OF INTERNET 'WEBISODES'
By Jon Hewett, FCN
After a successful first venture with its highly acclaimed "Meet the Lucky Ones" Internet movie series, Lincoln Mercury is returning to the digital realm with the launch of two all-new "webisode" film series supporting the new Mercury Milan and Lincoln Zephyr sedans.
In the midst of their most aggressive new product launches, the Lincoln and Mercury brands are increasing their efforts at targeting younger, conquest customers through non-traditional marketing campaigns.
The goal is to harness the growth being seen in broadband technology and Internet use by customers, estimated to reach nearly 70 million households in the U.S. by 2010.
The first installments of the dual five-week Web series debut today at www.lovelybysurprise.com, sponsored by Lincoln, and www.theneverything.com, sponsored by Mercury.
Written and directed by award-winning director Kirt Gunn, they tell the story of an author whose fiction overtakes her real life. The two sides of the story (the fictional and the real) are presented on two separate Web sites -- one by Lincoln, the other by Mercury. As with the "Lucky Ones", each Web series includes organic, or natural product placement – this time for the 2006 Mercury Milan and Lincoln Zephyr.
"We think people will be intrigued by the characters in the stories, and return each week to learn more," said Scott Kelly, digital marketing manager for Lincoln Mercury. "Ideally, they will click through the websites to learn more about our great new Lincoln and Mercury products."
LovelyBySurprise.com
In Lincoln Zephyr's "LovelyBySurprise.com," an author who is experiencing a bout of writer's block turns to her mentor and former flame for advice. As the story progresses each week, viewers discover more about the conflict clouding her creative process.
Austin Pendleton, who has appeared in such films as "A Beautiful Mind" and "Amistad," takes on the role as mentor, while veteran actress Kate Burton ("Grey's Anatomy") plays his wife and Carrie Preston ("Transamerica" and "Sex and the City") is cast as the gifted but stalled author.
To promote "LovelyBySurprise.com," Lincoln will run banner ads on Web sites such as MSN, iFilm and Rotten Tomatoes, in addition to running 90-second film trailers on select American Airlines flights.
"With Lincoln's exciting cadence of new products coming this year, we are seeking innovative ways to capture consumer's attention," said Tom Grill, Lincoln brand manager. "We believe that creative use of the Web to disrupt perceptions of our brand is one of the best ways to appeal to our audience."
TheNeverything.com
Milan's "TheNeverything.com," utilizes a series of offbeat vignettes that tell the story of two quirky brothers who lead a carefree, child-like existence in an unconventional world.
Played by Dallas Roberts ("Walk the Line") and new actor Michael Chernus, the brothers live in a houseboat in the middle of an empty field. As the story unfolds, viewers learn that one brother is drawn to discover more of what the world has to offer.
Mercury will tap into Web sites frequented by independent movie fans, such as AOLMovieFone, Elite Street and Yahoo!, to promote "TheNeverything.com". In addition, Mercury will run a 90-second movie trailer in Landmark Theatres across the country as part of its industry-first sponsorship with the chain.
"Because of our real-world success with 'Meet the Lucky Ones,' we know our customer has an appreciation for the unconventional and really enjoys independent films," said Kim Irwin, Mercury brand manager. "Our intent is to draw our target customers into the story. The more engaged they become, the more they will want to learn about our brands and products. We believe this audience wants to discover products on their own terms, and this allows them to do so."
"Meet the Lucky Ones" Success
By the final numbers, Mercury's five-week tale of personal discovery through a cast of 10 quirky characters in "Meet the Lucky Ones" attracted nearly two million (1.9 million) unique visitors to the mercuryvehicles.com website.
The film made news because the vehicle -- the Mercury Mariner SUV -- was not the main focus of the story. And after a five week online campaign, not only did the traffic to mercuryvehicles.com quadruple, nearly 500 consumers who learned about Mariner via the film bought the vehicle.
"Meet the Lucky Ones" was also honored by Adweek as one of the top 10 ad campaigns of 2004.
By Jon Hewett, FCN
After a successful first venture with its highly acclaimed "Meet the Lucky Ones" Internet movie series, Lincoln Mercury is returning to the digital realm with the launch of two all-new "webisode" film series supporting the new Mercury Milan and Lincoln Zephyr sedans.
In the midst of their most aggressive new product launches, the Lincoln and Mercury brands are increasing their efforts at targeting younger, conquest customers through non-traditional marketing campaigns.
The goal is to harness the growth being seen in broadband technology and Internet use by customers, estimated to reach nearly 70 million households in the U.S. by 2010.
The first installments of the dual five-week Web series debut today at www.lovelybysurprise.com, sponsored by Lincoln, and www.theneverything.com, sponsored by Mercury.
Written and directed by award-winning director Kirt Gunn, they tell the story of an author whose fiction overtakes her real life. The two sides of the story (the fictional and the real) are presented on two separate Web sites -- one by Lincoln, the other by Mercury. As with the "Lucky Ones", each Web series includes organic, or natural product placement – this time for the 2006 Mercury Milan and Lincoln Zephyr.
"We think people will be intrigued by the characters in the stories, and return each week to learn more," said Scott Kelly, digital marketing manager for Lincoln Mercury. "Ideally, they will click through the websites to learn more about our great new Lincoln and Mercury products."
LovelyBySurprise.com
In Lincoln Zephyr's "LovelyBySurprise.com," an author who is experiencing a bout of writer's block turns to her mentor and former flame for advice. As the story progresses each week, viewers discover more about the conflict clouding her creative process.
Austin Pendleton, who has appeared in such films as "A Beautiful Mind" and "Amistad," takes on the role as mentor, while veteran actress Kate Burton ("Grey's Anatomy") plays his wife and Carrie Preston ("Transamerica" and "Sex and the City") is cast as the gifted but stalled author.
To promote "LovelyBySurprise.com," Lincoln will run banner ads on Web sites such as MSN, iFilm and Rotten Tomatoes, in addition to running 90-second film trailers on select American Airlines flights.
"With Lincoln's exciting cadence of new products coming this year, we are seeking innovative ways to capture consumer's attention," said Tom Grill, Lincoln brand manager. "We believe that creative use of the Web to disrupt perceptions of our brand is one of the best ways to appeal to our audience."
TheNeverything.com
Milan's "TheNeverything.com," utilizes a series of offbeat vignettes that tell the story of two quirky brothers who lead a carefree, child-like existence in an unconventional world.
Played by Dallas Roberts ("Walk the Line") and new actor Michael Chernus, the brothers live in a houseboat in the middle of an empty field. As the story unfolds, viewers learn that one brother is drawn to discover more of what the world has to offer.
Mercury will tap into Web sites frequented by independent movie fans, such as AOLMovieFone, Elite Street and Yahoo!, to promote "TheNeverything.com". In addition, Mercury will run a 90-second movie trailer in Landmark Theatres across the country as part of its industry-first sponsorship with the chain.
"Because of our real-world success with 'Meet the Lucky Ones,' we know our customer has an appreciation for the unconventional and really enjoys independent films," said Kim Irwin, Mercury brand manager. "Our intent is to draw our target customers into the story. The more engaged they become, the more they will want to learn about our brands and products. We believe this audience wants to discover products on their own terms, and this allows them to do so."
"Meet the Lucky Ones" Success
By the final numbers, Mercury's five-week tale of personal discovery through a cast of 10 quirky characters in "Meet the Lucky Ones" attracted nearly two million (1.9 million) unique visitors to the mercuryvehicles.com website.
The film made news because the vehicle -- the Mercury Mariner SUV -- was not the main focus of the story. And after a five week online campaign, not only did the traffic to mercuryvehicles.com quadruple, nearly 500 consumers who learned about Mariner via the film bought the vehicle.
"Meet the Lucky Ones" was also honored by Adweek as one of the top 10 ad campaigns of 2004.