LINCOLN 2013 EXPERIENTIAL SEPTEMBER 13, 2012

Confidential. Content of this document is intellectual property of AMCI.

2  STRATEGY

STRATEG

Y

OVERALL MARKETING GOALS (FROM BRIEFING)

§  Generate awareness

§  Improve favorable opinion and intent among Cultural Progressives (CPs)

§  Support conquest goals by behaving differently than the competitive set

§  QUESTION: Has there yet been any discussion with respect to specific goals

related to experiential marketing/drive experiences?

KEY TARGET INFORMATION

§  Excellent overview of the CP target (both in the briefing and previously provided

documents—Thank you!)

§  Clear indication that this target group is highly motivated by EXPERIENCES and has an

exceedingly strong propensity toward smartphone usage and social connectivity

§  QUESTION: Versus previous years, to what degree will experiential marketing/drive activities

command a role in the marketing mix versus other marketing activities? More, less or about

the same?

3  STRATEGY

The Lincoln Experiential Sweet Spot

Luxury Mass

Predominantly Product Experience

Deep Brand and Product Experience

Mass Consumers(Not in target)

General LuxuryConsumersCP Thought Leaders

and Constituents Design

CP “Magicians”

Brand-Led Product Experience

STRATEG

Y

APPROACH TO EXPERIENTIAL DRIVE EVENTS

§  There are a number of experiential marketing campaign archetypes that could be deployed

moving forward. Which of these most resonate with your current thinking?

–  Tent-pole with sustainment

–  Corporate campus/professional organization activation

–  Spectacle/PR

–  Intercept

–  Micro-targeted invite with partner

§  Considering CP’s proclivity to be driven by experience and socially connected, to what degree do

you envision linking events and social—or utilizing events to generate content for social sharing?

§  With respect to the continuum of CP Magicians out to mass consumers, do you continue to see

experiential marketing as servicing the “sweet spot” as described in this chart?

4  STRATEGY

STRATEG

Y

OUR INITIAL THINKING ON PROGRAM MANDATORIES

§  Bring the “Reimagined” creative concept to life

§  Personal and warm

§  Get people in vehicles: drive and static

§  Facilitate exploration/discovery in areas of thought leadership and art/design

§  Infuse events with the following:

–  Share stories of brand character

–  Bring together kindred spirits

–  Empower guests with insider knowledge

–  Equip guests with useful solutions

5  CREATIVE OBJECTIVES

OBJE

CTIV

ES

Win converts: Lincoln delivers a distinctive and sophisticated driving experience worth talking about.

Spread the gospel: Lincoln is creating a buzz with thought leaders and influencers, but also friends, family and everyday prospects.

TURN HEADS: LINCOLN OFFERS A WHOLE NEW

TAKE ON LUXURY

CREATIVE STRATEGY

Project Lincoln MKZ onto the public stage and create broader awareness.

Connect with CPMs and CPs with surprisingly relevant and fun new takes on traditional experiences.

Effectively create competitive separation by reinforcing key product attributes.

DELIVER A PORTFOLIO OF UNEXPECTED AND

IMAGINATIVE LIFESTYLE AND PRODUCT-INFUSED

INTERACTIONS TO

6  

WE DIDN’T REINVENT THE WHEEL—JUST EVERYTHING ELSE

Capitalizes on the ever-changing urban landscape and trends in design and

architecture focused on “repurposed space.”

Reflects Lincoln’s “reimagined” spatial concept with panoramic roof, redefined

interior amenities.

Allows Lincoln to stage brand and product interactions in environments with

controlled look and feel (precedes dealer experience).

Combines the best of intercept marketing with reinterpretation of “pop-up store.”

Concept: Targeted communities are invited out for an evening with Lincoln, and generate support

for cause and earn fun personal rewards. As with Lincoln Intelligence Project, engaging gaming

activities pit communities against each other in the quest to determine overall winner and

additional cause support.

CON

CEPT 1

CONCEPT 1

SPACE: REIMAGINED

7  

CON

CEPT 1

CONCEPT 1

SPACE: REIMAGINED

ACTIVATIONS

Lincoln One-Night Stand

§  Exclusively for competitive owners or prospects who test-drive during the week at the venue

§  One night only, unplugged performances by amazing entertainers:

–  Alicia Keys and an evening of cabaret

–  DeadMau5 and a chamber quartet

–  Jazz meets punk: Diana Krall duets with husband Elvis Costello

–  Wynton Marsalis and Willie Nelson (don’t laugh, they just did it at Carnegie Hall)

Chef’s Table

§  Special one-night stand featuring major chefs cooking against the grain of their specialties

§  These “pop-up” gastro nights are very big already in NY and SF, and are used by both aspiring chefs and established stars to debut new concepts:

–  Chefs like Eric Hara and Robert Morrison (LA’s Towne) are reimagining the dining experience, with inventive offerings like pastrami-pork belly sliders, kampachi tacos and strawberry-tomato donuts

8  

CON

CEPT 1

CONCEPT 1

SPACE: REIMAGINED

ACTIVATIONS

Coffee House

§  Semi-permanent installation in repurposed space

§  Think artisan, high-end, handcrafted experience of Intelligentsia, rather than Starbucks

§  Brand immersion (MKZ coffee table books, branded espresso cups and napkins, Jack White’s re-imagination of Ziggy Stardust screened on plasmas)

§  Display vehicle inside/drive vehicles outside

9  

THIS TIME, IT’S PERSONAL

Lincoln Intelligence Project 3.0

Offers an alternative to the corporate campus—activating online professional networks

with LIVE EVENTS.

Reaches young professionals in a radical way.

Connects targets and Lincoln in fun, social settings they will share and talk about.

Concept: Targeted communities are invited out for an evening with Lincoln. A variety of lifestyle

amenities complement product activations. Modeled on “trivia nights” and other popular

gamified social occasions.

CON

CEPT 2

CONCEPT 2

THOUGHT LEADERSHIP: REIMAGINED

10  

CON

CEPT 2

CONCEPT 2

THOUGHT LEADERSHIP: REIMAGINED

ACTIVATIONS

Lincolned In: Networking Reimagined

§  Networking event for LinkedIn professionals

§  Co-hosted by target CP-friendly companies

§  Speed interviews in cars during drives

§  Gamified interactions based on product

Pitch and Drive: The Elevator Pitch Reimagined

§  Lincoln reimagines kickstarter.com as live events

§  Showcase for musicians, aspiring fashion designers, culinary talent, artists and other relevant self-starters

§  Pitch ideas inside cars during five-minute drives

§  Friends, family and associates of Kickstarter hopefuls attend, with each drive raising money for Kickstarter projects

Driving Music

§  Lincoln reimagines PledgeMusic.com as live events

§  Performances by musicians seeking funding for next projects

§  Guests pledge for unique shared experience with artist (like one-on-one Skype chat, Google Plus Hangout Micro Concert or release party invite)

11  

CON

CEPT 2

CONCEPT 2

THOUGHT LEADERSHIP: REIMAGINED

ACTIVATIONS

Beyond TED: What’s Next Reimagined

§  Micro event sites with live streaming of Richard Saul Wurman’s new Prophesy series

§  Staged in movie theatres in cooperation with Fathom Events

§  Opportunity for remote guests to participate in special “hackathon” idea sessions with high-profile thought leaders streamed from the main event site

§  Drive component: guest drives at intercepts earn admission to streaming site

12  

MAKING A DIFFERENCE–THE ONLY THING WE

SLOW DOWN FOR

Leverages Lincoln’s association with DIFFA to create additional opportunities to

connect Lincoln with CPs in more markets.

Activates social networks of DIFFA thought leaders and influencers to reach

deeper into design communities.

Concept:

DIFFA Challenge Events

Existing portfolio of DIFFA events is supplemented by micro events hosted in market by

designers. Reimagined as an awareness and fund raising challenge, designers compete for

national recognition. Event success is measured by both live attendance and social impact.

DIFFA Pop-Up Galleries/Boutiques

§  Aspiring designers are paired with renowned designers and celebrities

§  Gallery premieres are staged as DIFFA fundraisers

§  Creations are auctioned off

CON

CEPT 3

CONCEPT 3

DESIGN FOR A CAUSE: REIMAGINED

13  

CON

CEPT 3

CONCEPT 3

DESIGN FOR A CAUSE: REIMAGINED

ACTIVATIONS

§  Product displays

§  On-premises drives raise matching funds from Lincoln for local design education initiatives

14  

CON

CEPT 4

CONCEPT 4

TAKEOVER: THE NEIGHBORHOOD REIMAGINED

HERE COMES THE NEIGHBORHOOD

Features a new take on the automotive “invite” event.

Delivers core Lincoln messaging in a relevant environment: the street.

Makes a big statement: an opportunity for Lincoln to “take over” and reimagine an

entire neighborhood for CPs and CPMs.

Concept: Lincoln transforms a unexpected neighborhood into “another place”:

another city, another country or another kind of place—a video game arcade,

a movie theatre, an art gallery—but magnified and bigger than life.

Think: Movie backlot or location setting stylistically transformed into a cool and unexpected

environment—a block party with just the right food, music and “street-mo-sphere talent.”

Ambient projection heightens the sense of being in Rio or Barcelona…

… OR it could feature ambient projection of film, art, architecture, and other design

cues and building-sized games.

15  

CON

CEPT 4

CONCEPT 4

TAKEOVER: THE NEIGHBORHOOD REIMAGINED

ACTIVATIONS

Static Display: Reimagined

§  Cool display app that shows Lincoln in an “augmented reality”—someplace cool, someplace they want to TRAVEL to—with pop-up features (think: Yelp Monocle style graphics)

§  Travel award sweepstakes for guests who take the product walkaround

Drives: Reimagined

§  Fun, exciting, intense drives on closed streets that really show off Lincoln’s luxury, performance and craftsmanship

16  

CON

CEPT 5

ALL LESSER VEHICLES, PLEASE MOVE TO THE SLOW LANE

Expands the scale and impact of the successful consumer interaction staged in

Atlanta into a national tour.

Allows Lincoln to take on the competitive set head to head, creating positive product

impressions that are sharable as media across a variety of platforms.

Concept: An invitation event staged in key markets with one focus: Lincoln takes on all comers

and proves its mettle.

The automotive proving ground gets a makeover as a luxury event loaded with ridiculously fun

driving. Guests get to hang out with product engineers, designers and professional drivers, and

participate in high-energy activities that heroize Lincoln’s surprising competitive advantages—

head to head vs. Lexus and BMW.

CONCEPT 5

LINCOLN LUXURY PROVING GROUND:

REIMAGINED

17  

CON

CEPT 5

In a nutshell: A cool test track/lab with great food designed to thrill and impress.

Could be staged in high-profile, closed street locations in marquee cities

(e.g., Lakeshore Drive in Chicago).

Impressions are captured and screened throughout each market as a campaign:

“Last week in Dallas, folks found out that driving a luxury car can actually be fun;

last week in Chicago, Lincoln took cruising Lakeshore Drive to a whole new level.”

ACTIVATIONS

Static Display: Reimagined

§  Cool display app that shows Lincoln in an “augmented reality”—someplace cool, someplace they want to TRAVEL to—with pop-up features (think: Yelp Monocle style graphics)

§  Travel award sweepstakes for guests who take the product walkaround

CONCEPT 5

LINCOLN LUXURY PROVING GROUND:

REIMAGINED

18  

CON

CEPT 5

CONCEPT 5

LINCOLN LUXURY PROVING GROUND:

REIMAGINED

ACTIVATIONS

Key Competitors Would Be the Lexus ES and Audi A4

§  Lincoln Drive Control enables the MKZ to maintain the balance between engaging dynamics and refined ride:

–  Create a rough road that transitions into a slalom and show how the MKZ conquers both with ease

§  THX II Certified Audio System and Active Noise Control (ANC) create an unsurpassed aural environment:

–  Play a CD in the car on the drive with a very detailed sound signature

§  2.0-liter EcoBoost engine and the hybrid powertrain are both targeting best-in-class fuel economy:

–  Record real-world fuel economy over the course of many consumer drives to show how well the vehicles compare vs. the EPA numbers

§  Retractable Panoramic Roof and electronic shifter open up the cabin:

–  Sign or screen above the vehicle points to the expansive sight lines and open feel

§  Detail in craftsmanship:

–  Walkaround from a quality specialist that details the materials and construction methods unique to Lincoln

19  

CON

CEPT 6

CONCEPT 6

ESCAPE: REIMAGINED

A ROAD-TRIP AWAY FROM EXPECTATION

Presents a take on event sponsorship—transforming a static display into a vibrant

oasis in the middle of a crowd.

Takes Lincoln to the heart of where the CP community gathers: Art Basel, AIA National

Convention, Dwell on Design, Palm Springs Modernism Week—Lincoln fills a big

void—a true oasis in which to recharge, relax, reflect, refresh.

Concept: A Lincoln oasis that offers escape from the crowds and a welcome break from the day’s

business. But it’s not a lounge.

It’s a new take on “recharging,” designed by a DIFFA designer as part of a unique national

competition.

A few key designers will be commissioned to create a “recharge” center: seating, amenities,

visual cues and décor, and activities—whatever they believe will appeal to their core constituents.

The designers who receive the most “likes” for their environment receive a Lincoln lease. All

participating designers earn a Lincoln donation in their name.

Supplemented by exclusive after-hours supper club.

20  

CON

CEPT 6

CONCEPT 6

ESCAPE: REIMAGINED

ACTIVATIONS

Themed by a Designer, but Includes

§  Product display with dynamic tablet “app” that enhances exploration

§  Rapid chargers for mobile devices

§  Personal chef, mixologists, massage

§  Tour of car earns entry to Lincoln after-hours “supper club” event

21  

CON

CEPT 7

CONCEPT 7

OUT FOR THE EVENING: REIMAGINED

WHEN IT COMES TO REIMAGINING,

WE FOUND ANOTHER GEAR

Inserts Lincoln into the public space and conversation in a uniquely relevant and fun way.

Connects Lincoln with CP lifestyle passions.

Captures imaginations by re-imagining social destinations (movies, dining out, concerts,

art galleries, sporting events, shopping) as bigger-than-life events.

Concept: Lincoln turns public spaces into unexpected and fun social activations—on a massive scale.

A combination of live street theatre transforms an everyday park, plaza, square or street in trendy

retail, nightlife or business area, into a totally unexpected place.

These can be staged as intercepts/pop-ups OR as special invite events.

22  

CON

CEPT 7

CONCEPT 7

OUT FOR THE EVENING: REIMAGINED

ACTIVATIONS

Product Displays and Street Drives Infused Into

§  Pop-up restaurant with waiters, tables, tablecloths, candles and food for 100: The “valet” brings around a Lincoln to take you on a short street drive while you wait to be seated

§  A mock opera

§  Scenes from musical theatre production

§  A racetrack with slot cars

§  A tennis match with courtside seats and great snacks (McEnroe and Adam Sandler just won Celeb Doubles at US Open)

§  A giant chocolate fountain and ice cream store

§  A concert hall with classical musicians

§  A music studio with 100 people invited over for an instant lesson and mass “jam” led by a famous musician

23  

CON

CEPT 7

CONCEPT 7

OUT FOR THE EVENING: REIMAGINED

ACTIVATIONS

An Art Gallery

§  A series of spectacular visual reveals that show off Lincoln vehicles as centerpieces in “Living Art”:

–  Lincoln commissions artists to create tableau vivant art installations with vehicle inserted into famous scene (Hopper’s “Nighthawks” or Rousseau’s “Tiger in a Tropical

Storm,” or modern art masterpieces)

§  This can also be done with live performance artists on the street: We can permit, paint, then wash off afterward, walls and other spaces INSTANTLY during a busy traffic time

Confidential. Content of this document is intellectual property of AMCI.