Lincoln Mercury Plans Campaign With Fox Market Wire

New York City-based Fox Market
Wire
, an investor and
business news site, and Lincoln Mercury announced a cross-media advertising
campaign promoting the new Lincoln LS.

The partnership goes beyond traditional online buttons and banners to create a
mini-site, featuring a Lincoln Mercury-sponsored contest that asks consumers
to take the “Fox Investment Challenge.” Spending details on the campaign were
not disclosed.

The challenge is to manage a fantasy $500,000 online trading account.
Contestants are able to experiment with different investment strategies by
trading equities listed on all major domestic exchanges. It incorporates
commission schedules, dividends and stock splits and trades are placed using
real-time prices.

The “Fox Investment Challenge” will be promoted on all News America Digital
Publishing sites, including Fox News
Online
, Fox Market Wire and Fox
Sports Online
, as well as strategic
media buys across the Internet.

The broadcast component includes commercial spots running on the Fox News
Channel. In addition to the advertising spots, weekly winners of the “Fox
Investment Challenge” will be announced each Monday on the Fox News Channel’s
5 p.m. Cavuto Report and the grand-prize winner (who gets a new Lincoln
Navigator) will appear on the show in March.

“We are excited to be working with NADP to create a unique platform to promote
the new Lincoln LS,” said Ian Beavis, marketing communications manager for
Lincoln Mercury. “Consumers who purchase Lincolns are typically business
professionals on the cutting-edge of technology. The ‘Fox Investment
Challenge’ reaches this target audience and strengthens the Lincoln Mercury
brand.”

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