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| "Spend the Night" concert tour The "Spend the Night" concert tour and promotions mark the second collaboration between Lincoln and R&B supergroup New Edition, building on last year's 26-city "2005 New Edition Concert Tour, " sponsored by Lincoln. Headlined by New Edition and featuring special opening performances by R&B crooners KC and Jojo, this year the tour will include contests and promotions featuring the 2006 Zephyr, Lincoln's first entry-level luxury sedan. The tour kicks off April 28 in New York City and runs through May 21 "Our relationship with New Edition brings together two timeless brands, allowing us to celebrate the rich past and contributions of American icons, " said Lincoln Brand Manager Tom Grill. "It's part of a broader effort to reposition Lincoln within the urban marketplace and immerse our brand into the lifestyle of our target customers." Lincoln's presence on the music scene also has grown to include a 14-city "House of Blues" concert series and drive program, which has sparked Zephyr video appearances for several top recording artists, including Grammy winner Kanye West. Unique to this year's program are several promotions and contests, including the "This Could Be Your NitE" sweepstakes that targets the New Edition concertgoer. Promoted entirely at the concert venues with event signage and 30-second spots on stage plasma screens, "This Could Be Your NitE" invites participants to forward a text message for the opportunity to win a two-year lease on a 2006 Lincoln Zephyr. Complementing the sweepstakes is a VIP component in which participants in select markets (Detroit, Washington D.C., Atlanta) are randomly selected to win exclusive passes to the Lincoln Lounge at the New Edition after-parties. The "Ultimate Fan Contest" is another unique element that debuts with this year's program. Staged entirely online, this contest seeks to determine New Edition's "ultimate" fan. Participants submit a short New Edition story and test their knowledge, through fun interactive questions, of New Edition history. The winner will receive autographed New Edition merchandise. "We are definitely excited about taking our alliance with Lincoln to the next level, " adds New Edition member Michael Bivins. "What we've designed this year is a program that fully engages our fans, yet stays true to what both the New Edition and Lincoln brands represent -- style, class and sophistication." write your comments about the article :: © 2006 Jazz News :: home page |