Lincoln and Jimmy Fallon Collaborate On First-Ever Tweet-Sourced Ad For Superbowl

What happens when you crowd source a commercial's script?

It's hard to know what is more fashionable for Superbowl ads these days: the full—or partial—reveal before the game; or the social media connection. Here's a teaser for car manufacturer Lincoln's spot, which used Jimmy Fallon, a longtime Twitter fan, and a witter campaign to crowd-source the script. Using the hashtag #steerthescript, the company gathered around 6,000 tweets centered around the subject of an unforgettable road trip to form a story.

With material as ranging from UFOs, hitch-hikers and a woodland wedding in the teaser, Lincoln's spot on Sunday night should prove interesting.

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