Ford’s Bold Move: Crowdsourcing a Super Bowl Ad with Twitter
In an innovative bid to revitalize the Lincoln brand, Ford Motor Company teamed up with comedian and TV host Jimmy Fallon to create its first-ever Super Bowl commercial—written entirely through crowdsourced tweets. The campaign, dubbed #SteerTheScript, marked a groundbreaking shift in automotive advertising by leveraging social media engagement.
The Twitter-Powered Creative Process
According to Bloomberg, the ad’s script was developed in real-time through public collaboration:
- Jimmy Fallon kicked off the process with an initial tweet.
- Users contributed ideas via the hashtag #SteerTheScript.
- Fallon curated responses to shape the final 60-second spot.
The campaign’s website teased the open-ended approach: “The writing process begins with Jimmy’s tweet—then it’s up to you (and him) to steer the story.” Fallon himself tweeted enthusiastically, calling it “a new way of advertising. Fun!”
Why This Strategy Mattered for Lincoln
Ford’s goal was clear: reposition Lincoln as a dynamic, modern brand. Alongside the Super Bowl campaign, the company:
- Launched the Lincoln Motor Company as a distinct sub-brand to differentiate it from mainstream Ford models.
- Debuted a traditional TV ad featuring an Abraham Lincoln actor and nostalgic celebrity endorsements.
The Twitter-driven Super Bowl ad was a gamble—but one designed to cut through the noise of typical automotive marketing. As Bloomberg noted, Ford aimed to “create distance” between Lincoln and its parent brand, targeting a more premium audience.
Did the Gamble Pay Off?
While the ad’s ultimate impact on sales remains debated, the campaign succeeded in:
- Generating buzz with its unconventional approach.
- Highlighting Lincoln’s willingness to innovate in a crowded market.
- Engaging younger, tech-savvy consumers through social media.
For deeper insights into Ford’s broader tech strategy, explore this 2012 interview with CTO Paul Mascarenas or the video of his TechCrunch visit.
Key Takeaway: Ford’s Twitter-powered Super Bowl ad wasn’t just about selling cars—it was a bold experiment in participatory marketing that redefined how brands interact with audiences.
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