Campaign Overview
Ford Motor Company considered the mobile marketing channel with equal value as television and the internet and used mobile as a key component to build excitement around its new 2009 Lincoln MKS.

Campaign Objectives
Ford wanted to showcase the technological features of the Lincoln MKS, such as the in-vehicle communications and entertainment system and market to affluent, high-tech mobile phone users.

Marketing Tactics
The mobile campaign combines online display banners, 15 second mobile video segments and overlayed graphics that appear on video content watched by mobile users. Ford created a Lincoln MKS mobile site for interested mobile consumers. On the Lincoln MKS mobile site, consumers can download content, photos, wallpapers and vehicle designer videos, sign up for mobile MKS text alerts and can locate the nearest Ford dealership.

Conclusion
As mobile continues to grow, marketers are becoming more creative in reaching customers. Ford’s targeted marketing strategy, mobile subscriber list building supported by promoting the Lincoln MKS on mobile content sites, including AP Mobile News Network and CBS Mobile News shows the car maker understands this growth. The campaign began Oct.6 and will end Dec.15. The Lincoln MKS campaign provides good examples of innovative ways marketers combine the interactivity and immediacy of mobile with traditional media and interact with loyal consumers anytime, anywhere.