We partnered with Team Detroit to design their new launch site for the 2011 Lincoln MKX. Their campaign centered on the idea that MKX went “beyond luxury” and presented drivers with a smart CUV, tailor-made for the digital age. When it came time for production, we developed a micro-site that seamlessly matched the style of the MKX's current broadcast campaign, while keeping the user experience smart and elegant.
We partnered with Team Detroit to design their new launch site for the 2011 Lincoln MKX. Their campaign centered on the idea that MKX went “beyond luxury” and presented drivers with a smart CUV, tailor-made for the digital age. When it came time for production, we developed a micro-site that seamlessly matched the style of the MKX's current broadcast campaign, while keeping the user experience smart and elegant.
“A Smarter Look at Luxury” was the heading that guided users to 5 shareable videos, each highlighting the technologies and driving experiences that come standard with the MKX. We built a large video player that housed content with technology experts who demo everything from the vehicle’s voice-activated system to its large touch screen console. With all of the relevant media consolidated on one page, users have the freedom to expand key features in a side margin, create a custom build of their future MKX, or locate their nearest Lincoln dealer. We created separate sections that offer a 360-degree view of the car and an interactive palette that allows would-be buyers to choose the color of the MKX’s interior and exterior.
Shoppers got the showroom experience without the pushy sales tactics, and the Lincoln MKX got a launch site fitting its “beyond luxury” tagline.