As automakers race to dominate the road, Lincoln is rolling out its new MKC model with a streetwise campaign that lets drivers experience the vehicle virtually. Lincoln has taken a digital direction by designing Dream Ride, which allows consumers to test, try, and take in all of the features and fun of the model through a virtual test drive with celebrity chauffeur, Sam Page. So rather than sit back and watch a TV ad, consumers can take a real-time ride in their very own virtual vehicle as they’re chauffeured and shown the car’s features. To see how this concept is right on track with digitally driven car buyers, PSFK.com went behind the wheel.
Since the 2015 Lincoln MKC is packed with advanced technology, Lincoln felt that experiencing these features was the best way to explain them. Its high-tech traits include the Lincoln Drive Control system that matches the mood of the driver to the vehicle’s handling, along with Active Park Assist for navigating into and out of narrow parking spaces.
These features should let Lincoln speed ahead of the competition, but the key to fully communicating them was experience, not explanation.
Amazingly, Dream Ride delivers the virtual vehicle experience via 360-degree cameras that let people see the fine interior craftsmanship. From the French-stitched upholstery to the Bridge of Weir® Deepsoft leather and the exquisite leather-wrapped steering wheel, people can linger over the luxury and then watch the world through the vehicle’s windows or stare at the sky through the panoramic vista roof.
During the Dream Ride experience, an icon is seen on the screen to drive attention to some special features as they appear in action. These icons let people test out the features and learn how they add the thrill to the ride.
With car buyers veering toward digital pursuits, Lincoln is sharp to leverage the latest technology to steer these high-tech prospects toward their newest model. Their Dream Ride experience takes the test drive to a whole new digital dimension and lets car buyers come along for the ride.
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Written by Michael Del Gigante