LAS VEGAS — One of the tenets of Lincoln’s reclamation is a focus on building interiors that feel like sanctuaries.
The brand has found an ideal platform to push this messaging: Pinterest, a website that allows users to search for photos or videos and “pin” them on virtual boards showing their interests. The boards often end up reflecting the luxurious tastes of its users, who tend to skew toward the upper end of the vehicle market.
Lincoln is one brand working to leverage the Pinterest crowd’s affinity for expensive vehicles. The site’s research has found that it reaches 60 percent of adults with household incomes of at least $100,000 and 80 percent of women in six-figure households.
Lincoln is using Pinterest to tout the expansive sunroof of its new Aviator crossover, along with the vehicle’s ability to “embrace” drivers by lowering itself as they enter the vehicle.
Lincoln media manager Matt Weber said the brand has promoted the Aviator on the site with “a mixture of paid and…
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