When we plan a campaign, we make sure we take care of the basics like television and print and then we add something different. The sidewalk displays, being an innovative concept, fit perfectly with our aims, stressing the innovation of Zephyr and Lincoln as a whole.

With Lincoln's exciting cadence of new products coming this year, we are seeking innovative ways to capture consumers' attention. We believe that creative use of the Web to disrupt perceptions of our brand is one of the best ways to appeal to our audience.

That's something that we haven't seen in a long time. It's a good start for us.