Lincoln Motor Company has tapped three-time Super Bowl champion Emmitt Smith, hip-hop superstar Rev Run, actor Wil Wheaton and winning Tweeters make cameo appearances in a Super Bowl commercial for Ford Motor's luxury brand.
The spot was written through social media with consumers participating on Twitter. Jimmy Fallon asked his followers to tweet responses to his questions about road trips full of unexpected events, which ultimately created the script.
Over a three-day period in December, consumers were asked to provide their most outrageous road trip experiences 140 characters at a time. The best contributions were chosen from more than 6,000 tweets to create a 30-second spot that will run during the third quarter of the big game and tease a long-form 90-second version available on SteertheScript.com.