Case Study - Lincoln Mercury

A Consumer Test-Drive Program

During the promotional period, prospects received a direct-mail solicitation to come in to their nearest Lincoln or Mercury dealership. Upon completing a test-drive they received a $50 Lincoln-Mercury branded Visa® gift card. This promotion was also supported by broadcast media in select markets.

Key Program Benefits:

Creates a strong "call to action" component to traditional automotive advertising/marketing efforts.

Cards are kept in consumer's wallets which keeps the automotive brand "top of mind" during the purchasing process.

Provides a more effective and efficient alternative to traditional paper check rebate programs.

The Lincoln Mercury Road Show card is issued by West Suburban Bank pursuant to a license from Visa U.S.A. Inc