Lincoln wants to ride the Twitter highway to Super Bowl glory

01/14/2013 | Adweek

Automaker Lincoln is incorporating social media into its Super Bowl spot by inviting selected Twitter users to "#SteerTheScript," as the brand's hashtag puts it. In addition to peppering social networks with shareable videos in the run-up to the game, the brand's "media blitz will include Promoted Tweets, reach-block Facebook ads, banners on Yahoo and mobile promos on Millennial’s network," writes Christopher Heine.

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