Lincoln Goes To Super Bowl To Tout Brand

At Lincoln at Lincoln center Jim Farley global marketer at Ford talked about how the brand will tout the Lincoln brand and do CRM.  "We intend to do big things to let everyone know about the changes."
The big deal is that Lincoln is advertising in the Super Bowl doing it with soclal media ,so that consumers will be involved in creating the ad. Also, NFL superstar Emmet Smith will be the Lincoln brand ambassador for the campaign and Jimmy Fallon will be involved, though I'm not sure how.