A Hudson Valley Lincoln dealership has launched an influencer marketing program with the aim of raising awareness of the brand.
Healey Lincoln launched the “Behind the Wheel” which aims to create long-term product loyalty via social media platforms. Five high-profile local residents received the keys to new Lincoln vehicles on Aug. 1.
Over the next five months, they will test drive all five Lincoln models: the Lincoln Navigator, Continental, MKC, MKX and MKZ. The five chosen individuals have agreed to drive the cars — no strings attached — with the only requirements to post their honest experiences on their personal social media platforms.
Healey Lincoln’s campaign is one of the first of its kind in the automotive industry, according to the dealership, about 66 miles north of New York City. Innovative business practices like this will help further ensure the dealership’s success, said John Koerner, executive general manager.
“This means looking at different ways to reach out to the local market regarding our product line,” Koerner says in a release. “Because of the power of social media platforms, we believe this is a great addition to our marketing strategies.”
Each of the selected influencers have never owned a Lincoln before, he says. They will drive each model for a month before rotating to the next model.
“We look forward to hearing about their experiences, whether they’re good or bad, on their social media platforms,” Koerner says.
Participants are not being paid for their participation. Lincoln Healey is providing the vehicles at no cost, including insurance. Participants only need to cover gas costs.
The five area residents participating are Chuck Benfer, IHeart Media Inc. market president; Alexis Eggleton, creator and author of the nationally recognized blog, “Trading Cardio for Cosmos;” Claudia Jacobs, owner of Claudia Jacobs Designs LLC; Quanah Jay Hicks, known as “Quanah,” a singer/songwriter, music producer, multi-instrumentalist, photographer, cinematographer, director of films and composer of film scores, and Victor Vargus, DJ and party motivator.
“I think it’s an interesting way to test drive a luxury vehicle,” said Claudia Jacobs, in a release. “I will be totally honest about my observations and driving experiences. No one will be vetting any of my comments or telling me what to post.”
Jacobs was already singing Lincoln’s praises in an Aug. 6 post on Instagram and Facebook. “House party w house band in NJ (bass player's house!). What comes up in conversation? "Whose cool Lincoln is that with NY plates?" That's mine for the next month!!!! #lincoln #lovehealeylincoln #thisjusthappened #luxurycar #mkz #houseparty #houseband #ledgeroadproject #bandwasgreat #funnight #coolfriends #coolcar #sportyspice”
Healey Brothers, the Hudson Valley’s largest automotive dealer, is a company of seven vehicle dealerships in the Hudson Valley owned by brothers Paul and Dwight Healey. Brands sold at their other dealerships include Chevrolet, Buick, Ford, Chrysler, Dodge, Jeep, Ram, Kia, Hyundai and Mitsubishi.