Lincoln, the renowned US based luxury crossover brand, recently partnered with Snapchat to launch its new Aviator series which transported the new Aviator right to household doorsteps using the power of augmented reality (AR).
The regional campaign brought greater awareness to the new product line by combining standard storytelling with Snap Ads, aimed at driving views and website traffic along with a co-created experience using AR. The objective was to deliver a showroom-style experience—even with people physically distancing—whereby users could explore different features of the Aviator through AR-enabled hotspots.
Overall, the Lincoln Aviator Lens was a tremendous success. It drove one million website visits for Lincoln, had a 29% earned reach across Snapchatters in the region, and a high level of engagement with an average playtime of 28 seconds. The results far exceeded Lincoln’s expectations, particularly in Kuwait, where the Lens saw an average of 38 seconds playtime and 49% earned reach.
“Through the use of innovation and partnering with Snapchat and GTB, we have managed to drive traffic and build awareness for the all-new Lincoln Aviator in an unprecedented way. Great results and appreciation from our distributor network give us great courage in trying out new ways to provide our audiences and customers different tools to experience our vehicles,” noted Ramzy Abdul Hadi, Marketing Communications Manager for Direct Markets.
