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"Ford has hired Jimmy Fallon to create a 60-second Super Bowl ad for its Lincoln brand based on script suggestions it is soliciting on Twitter.\nThe attempt to reach out to a younger consumer comes as Lincoln has lost 63% of its sales since its 1990 peak. The effort to re-establish the brand began on Monday with a new ad that shows an actor playing Abraham Lincoln emerging from a fog. The ad then shows vintage Lincoln models along with images of Clark Gable and Dean Martin. The tie-in with the president comes as Stephen Spielberg's well-received Lincoln is playing in theaters. \nFor the Super Bowl, the brand has launched SteertheScript, a crowdsourcing effort that lets fans co-author a spot that Fallon (shown here with actress Zooey Deschanel) will create. Fallon has more than 7 million followers on Twitter vs. a little more than 170,000 for Lincoln. \n\u201CWe\u2019re going to put a different twist on it and approach it in a very social way and try to do something that hasn\u2019t been done before,\u201D Matt VanDyke, Lincoln\u2019s director of marketing, sales and service, told Bloomberg. Hitching its wagon to a young social media-friendly star might be a good move for Lincoln. Chevrolet, for instance, managed to get one of the 20 most-shared ads of the year by partnering with OK Go for its Super Bowl ad earlier this year. \nImage courtesy of Credit: Theo Wargo/Staff/Getty Images Entertainment"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/12/03/ford-lincoln-super-bowl-jimmy-fallon-twitter/>