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: AutoNews: Lincoln Replaces Majic Johnson With Common


megeebee
11-13-2007, 08:44 PM
Lincoln replaces Magic Johnson with rapper Common
Brand eyes younger consumers

Jean Halliday

Automotive News | November 13, 2007 - 9:30 am EST




DETROIT -- Goodbye, Magic Johnson. Hello Common.

Ford says Grammy winner Common appeals to consumers in their late 20s to mid 30s.

Lincoln has ended its three-year relationship with NBA-star-turned entrepreneur and teamed with hip-hop artist Common to reach African Americans. In a deal announced at the Los Angeles Auto Show, Ford Motor Co. said the celeb will mainly plug the Lincoln Navigator luxury SUV in ads across a variety of media, at events and online.

'A little cooler'

Marc Perry, multicultural marketing manager for Lincoln, told Advertising Age the Grammy winner appeals to consumers in their late 20s to mid 30s. The star will help meet the marketer's plan to make the Navigator and the Lincoln brand overall "hipper and a little cooler," he said. While Magic Johnson worked well for Lincoln, the marketer wanted to "keep things contemporary," he said.

Lincoln is hoping Common will help Navigator overtake General Motors' Cadillac Escalade as the most popular luxury SUV among African Americans, Perry said.

Seven percent of all Navigator buyers from last October to March 2007 were African American, according to data from consultant Strategic Vision. The Escalade had twice as many African-American buyers than any contenders in the SUV segment, said Alexander Edwards, president of Strategic Vision's auto practice.

He noted the median age of Escalade buyers during that period was 51, just one year older than the average age across the entire luxury-SUV category and significantly younger than the median age of Navigator buyers, 57.

Hefty price tag

Lincoln's new deal with Common isn't likely to resonate with its current buyers, but could help build long-term aspiration for the brand, Edwards said. "How many consumers in their 20s can afford a Navigator?" The suggested retail price for the 2008 model SUV is $47,755.

Common's one-year deal with Lincoln was developed by UniWorld Group, New York, the brand's African-American agency of record. Other than to say Common gets a free, new Navigator, Perry declined to discuss financial details of the deal.

Common's first national general-market ads break Nov. 25 during "Sunday Night Football" on NBC, but more targeted TV will begin after the New Year on cable and national radio, Perry said. Magazine ads will break in February titles.

Common will appear next spring at test-drive events, dubbed Lincoln Lounge, and will be integrated online at LincolnLounge.com. Lincoln is wrapping up details on online and offline promotions, licensing of his songs for TV and web ads and how the automaker will integrate into his 2008 concert tour.


Source: http://www.autonews.com/apps/pbcs.dll/article?AID=/20071113/ANA08/71113008/1018&refsect=&template=printart
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Logans Run
11-15-2007, 09:46 AM
Umm...Who??

megeebee
02-12-2008, 08:27 PM
BUMP


Has anyone actaully seen a Navigator ad with Common yet??

RG59061
02-12-2008, 08:34 PM
Common Brand? :confused:

Who the heck is Common Brand...and what is with that kind of name...that will lead so many to associate Lincoln as a common brand when it is not!

They might as well have talked to MC Money Clip or Rapper Rubber Band for this. Frankly, Lincoln needs to make its adds appeal to 20 or 30 somethings without resorting to rap artists...like Cadillac did.

Can you see Common Brand in an ad for the upcoming MKS?

I need to see one of his commercials before I pass full judgment but God help us all!
Stay Fabulous!
RG59061

megeebee
02-12-2008, 08:40 PM
Common Brand? :confused:

Who the heck is Common Brand...and what is with that kind of name...that will lead so many to associate Lincoln as a common brand when it is not!

They might as well have talked to MC Money Clip or Rapper Rubber Band for this. Frankly, Lincoln needs to make its adds appeal to 20 or 30 somethings without resorting to rap artists...like Cadillac did.

Can you see Common Brand in an ad for the upcoming MKS?

I need to see one of his commercials before I pass full judgment but God help us all!
Stay Fabulous!
RG59061

COMMON is the name of a rap star.

RG59061
02-12-2008, 08:47 PM
COMMON is the name of a rap star.

That I gathered...but still, who the **** is he? What songs has he preformed or what kind of credits does he have...what does he look like?

I have just never heard of the guy.

http://blackgeekdom.com/blog/wp-content/uploads/2007/11/common-5.jpg
This is Common...he is the new face of Lincoln.

Still, I want to see one of the new commercials, and see how he does before I pass judgment. I hope he can reach out to different crowds and bring more into Lincoln Showrooms.

I wish him and Lincoln the best of Luck.

Stay Fabulous!
RG59061

2b2
02-12-2008, 08:57 PM
...Still, I want to see one of the new commercials, and see how he does before I pass judgment. I hope he can reach out to different crowds and bring more into Lincoln Showrooms.


You're a lot more patient (open minded?) than I am, R.G.
1 rap 'music' is one of my pet peeves
2 Lincoln should be a star-maker (ignore pun) like Mercury frankly was with *Jill*
...still think I'd like to know what Jill's mother/parents/other-mature-relatives look like...

MERCURYSABLE08
02-12-2008, 08:58 PM
I hope he does Lincoln well but the face of Mercury is much nicer. ;)

MERCURYSABLE08
02-12-2008, 09:07 PM
You're a lot more patient (open minded?) than I am, R.G.
1 rap 'music' is one of my pet peeves
2 Lincoln should be a star-maker (ignore pun) like Mercury frankly was with *Jill*
...still think I'd like to know what Jill's mother/parents/other-mature-relatives look like...

I agree with you on 1.

And I to would certainly like to see what Jill's mom and sisters (if she has any) look like.