Major advertisers have long had niche campaigns for ethnic and/or special markets. This is the most elaborate ethnic campaign I’ve seen executed by a major advertiser on the web, although I’m sure there are others. I like the tie-in to Magic’s nonprofit. I wonder if there will also be TV and print components to this campaign.

Promo magazine: Ford’s New Site Targets Urban Market

Lincoln Lounge showcases the brand’s major marketing activities, programs and promotions, as well as its new vehicles. A secondary research channel offers insights about the brand. The site opens with the site tour ambassador, Ervin Magic Johnson, who provides a personal, guided introduction. Johnson helped Ford personalize the site for the urban market.
The site includes a number of lifestyle "channels" that users can browse through. They include:

• Spotlight—features Lincoln advertising activities and major events
• Magic Johnson—focuses on Lincoln’s partnership with Johnson and their growing community-based relationship. Links to the Magic Johnson properties include his charitable arm, the Magic Johnson Foundation.
• Sounds of Lincoln—showcases urban, contemporary music
• Holla Back—invites user feedback
• Reader Columns—carries editorial content, such as auto reviews and articles on after-market customization
• A look at Lincoln history and current news
• A sweepstakes tied to the launch offers a chance to win a fully tricked out Magic DUB edition Lincoln Mark LT. The sweeps ends Jan. 31.