Ford has signed a deal with Jimmy Fallon to help the brand create a :60 for Lincoln that will air during the Super Bowl. Fallon, with his 7 million Twitter followers as opposed to Ford’s 172,000 and Lincoln’s non-existent 750, will head up a crowdsourcing strategy that urges fans to help Fallon create the ad.
Fallon will direct followers to Steer the Script, a site that explains the promotion. Beginning December 5 with a tweet from Fallon who will pen the beginnings of a script for the :60, followers can reply with their suggestions.
Somehow miraculously a workable script will emerge from what will certainly be a cacophony of idiotic tweets from people who have no idea how to artfully craft a TV script, let alone a coherent 140 character tweet.
