Ford's Lincoln Motor Company is continuing its efforts at reinvention with branded content series under its "Lincoln Now" campaign. Called "The Journey," the effort is directed to the African American market, focused on entrepreneurship, and spotlights people who succeeded through inspiration.
The effort comprises seven video documentaries and behind-the-scenes images at www.now.lincoln.com. The company says it includes print and digital advertorials, integrations and talent appearances during various Lincoln events throughout 2014.
"As Lincoln continues to tell its reinvention story and attract a more culturally progressive luxury client, opportunities such as this continue to be of great importance," said Shawn Thompson, Lincoln manager, multicultural marketing, in a statement.
In addition to singer/songwriter and Lincoln Ambassador Emeli Sande', who is the first person featured, the series will spotlight filmmaker Nelson George; Kenny Leon, who is directing "Raisin in the Sun" on Broadway; artist Danny Simmons; artist Afua Richardson; photographer Terrence A. Reese; and couture designer Bobby Joseph. Lincoln says the footage will be shared via its social channels, including Facebook, Twitter and Instagram.
Earlier this year, the automaker partnered with R&B artist Aloe Blacc for his music video supporting the single "Love is the Answer" on Interscope. The video, which featured the MKZ sedan, had an interactive component whereby viewers could manipulate camera angles. Snippets of the video were also featured on one of the Lincoln ad spots during the Grammy Awards this year and on Lincoln's YouTube channel.
Lincoln also had a position at the seventh annual Black Women in Hollywood luncheon this year. In that instance the new MKC compact crossover was featured.
And last year, as part of an ongoing effort to cast itself as futurist and design forward, Lincoln launched a program called “The Reimagine Project” whose purpose is to fund artists, filmmakers, and designers. It involved a search for nine artists and creators, three for each of the three disciplines. That program was executed through collaborations with TED, Vanity Fair and Film Independent, and Architecture for Humanity, per the company.