Lincoln goes "urban"

A new Lincoln website attempts to "flaunt urban vibe". The site, LincolnLounge.com goes live Monday December 19 (right now it's anything but "urban"), and will aim to be a "lifestyle-oriented custom website" and an "on-line destination for urban consumers, letting them experience the Lincoln brand in a manner distinctive to their individual taste and style. The site is engaging, showcasing Lincoln's major marketing activities, programs and promotions, new vehicles, as well as serve as a secondary research channel to gain additional insights from consumers about their perspectives on the brand."

The site also features a "tour ambassador." NBA legend and entrepreneur Earvin "Magic" Johnson, provides the user a personal, guided introduction. The web site will be launched with online advertising on bet.com and blackplanet.com. There will also be print ads and promotions, and "word-of-mouth awareness through urban on-line community chat rooms".