November 13, 2007
Lincoln signs hip-hop artist Common to market Navigator
Los Angeles, California – Lincoln has announced a marketing partnership with Grammy Award-winning performer Common to promote the 2008 Lincoln Navigator and other brand initiatives. Through an exclusive partnership with Lincoln, Common will appear in national television broadcast, radio and print advertisements, including one that will debut during NFL Sunday Night Football.
Lincoln will also work with Common to develop other online and offline cross-promotional and marketing programs, including licensing of songs for television and the Web, tie-ins with Common’s books and hat lines, and alignments with his concert tour. In turn, Common will perform and make personal appearances on behalf of Lincoln at auto shows and dealer events.
Lincoln also plans to align itself with Common’s nonprofit organization, the Common Ground Foundation, and will sponsor the first annual Start the Show n’ Bowl fundraising event, to be held in February 2008 during Grammy weekend.