The ad campaign for the 2015 Lincoln MKC launches this weekend on major college and professional football games and will run at least through next April, substantially longer than some other Lincoln campaigns. By hitting the three biggest college football games and the opening weekend of the National Football League season, Lincoln hopes to get the same buzz it would get advertising on the Super Bowl, said Andrew Frick, Lincoln general marketing manager: “300 million impressions — that’s the expected broadcast television views we’ll see through the launch weekend.”
The Gray-owned CBS affiliate in Lincoln-Hastings-Kearney, Neb., decided that it could secure its place by better serving the community when things were at their worst. It took advantage of the “bunker mentality” that has gripped other broadcasters, hiring news pros who had been ousted from larger markets, increasing its staff and launching a variety of new shows, a subchannel newscast and a website, momseveryday.com, that will serve as a model for similar sites on other Gray stations.
Ford Motor Co. will funnel all of the discontinued Mercury brand’s advertising budget into Lincoln, says the head of the Lincoln National Dealer Council. That will fund a Lincoln marketing blitz.