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

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

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

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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About the author

My writing career has taken me all round the houses over the past decade and a half--from grumpy teens and hungover rock bands in the U.K., where I was born, via celebrity interviews, health, tech and fashion in Madrid and Paris, before returning to London, where I now live. For the past five years I've been writing about technology and innovation for U.S.