‘Steer The Script’ campaign asks fans to help write the big commercial for the new Lincoln MKZ.
While Doritos is famous for soliciting fan submissions for their Super Bowl spots, Ford has now jumped into the crowdsourcing game with ‘Steer The Script‘. This new ad campaign for the 2013 Lincoln MKZ hopes to revive the car manufacturer. Fans are called on to help Jimmy Fallon write the script for the company’s first Super Bowl spot, one tweet at a time. On December 5th, Fallon will kick off the writing process on Twitter and then the fans will take the story from there, using the hashtag #steerthescript. He will help produce the final 60-second ad by curating their responses.