Jimmy Fallon, Ford Crowdsources Super Bowl Ad Script On Twitter

December 4, 2012
Jimmy Fallon (@JimmyFallon), host of the TV show ?The Late Night with Jimmy Fallon?, is working with Ford Motors (@Ford) to encourage Twitter users to help create the Super Bowl?s new jingle. Fallon will be crowd-sourcing on Twitter so online participants have a chance to get recognized on the internet, as well as help create the script of the new Lincoln MKC advertisement. The commercial will first be shown at the football game in February 2013. On December 4, 2012, Fallon will release one tweet to kick off the script. Twitter users are expected to follow and collaborate with Fallon to move the story. As online users share their own ideas and versions, they have to add the hashtag #SteerTheScript to their tweets. According to Fallon this is a unique and exciting way to advertise since it gets people involved while stirring their imaginations. Twitter has yet to comment on this initiative. Fallon?s twitter account will be releasing updates every now and then regarding the script development. A giant Lincoln Motor Co. clock has also been set up in anticipation of the 2013 Super Bowl. Fallon will gather all the tweets sent by participants and create the final 60-second script. Lincoln marketing, sales and services director Matt VanDyke shared that the approach will be unique since it incorporates social media but in a way that has never been tried before. Hopefully, the approach will improve the status of Ford Lincoln which has seen a 63 per cent decline in sales over the past 12 years. Here's the activity on #SteerTheScript, so far. What do you think of Ford's latest marketing strategy? Share your thoughts in the comments!

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