Lincoln MKZ Hybrid
Interactive Microsite
Challenge
Lincoln was launching its most eco-friendly and fuel-efficient luxury vehicle, the MKZ Hybrid, and needed to spread awareness among its target audience. Because many competing brands recently entered the green market, Lincoln’s goal was to highlight the ways in which the MKZ Hybrid was not only environmentally friendly, but also superior in comfort, style, capacity and technology. BLITZ and Lincoln had worked together for previous launches, so Team Detroit was excited to apply our digital expertise to this project.
Solution
Our strategy was to create an experiential site that immersed visitors in the brand’s offerings. And because the MKZ Hybrid is a very responsible and proactive vehicle, we also wanted users to leave with a feeling that such a sustainable and luxurious car would enhance their lives while helping the planet. To accomplish this goal, we created a Flash-based site that spoke to viewers through engaging features, such as the dashboard demo, and interactive social elements, including a Facebook badge. We showcased the advanced technology of the MKZ Hybrid’s unique SmartGauge™ with EcoGuide dashboard through an exact replication of its four modes. By leveraging the Flash platform to build the dashboard, users could interact with the different tools and learn how each enriches the driving experience. The modes in order from least to most detailed are:
- Inform—the basics: high-voltage battery gauge, speed and fuel level.
- Enlighten—by adding the tachometer and instantaneous fuel gauge, the hybrid reveals how efficiently it’s being23 driven.
- Engage—incorporates detailed hybrid information whether the car’s in electric or gas mode and when the battery is charging.
- Empower—for drivers who want to be all-knowing, this mode has all the previous features and also reveals which accessory systems are drawing the most battery power.
We encouraged further exploration of the MKZ’s five major components—overview, fuel efficiency, standard luxury, hybrid technology and interior space—through use of gaming mechanics. The different page elements represented levels so as users navigated through each one, they earned petals on their flower Facebook badges. A badge reached full bloom and could be shared on Facebook after all the vehicle components had been explored.
Results
Involving Facebook was helpful in fueling interest and driving additional traffic to the MKZ Hybrid experiential site. The gaming mechanics represented by the flower badge encouraged site participation, increased viewing time and created competition for users as they strived to receive more petals. With the site’s fluid, user-friendly structure and easy-to-understand demos, it effectively enlightened visitors on all the hybrid’s benefits. It also enabled them to view the MKZ Hybrid both as a fun luxury vehicle in their lives, plus an environmentally responsible enhancement to their lifestyles.
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