The debut of Cadillac’s Dare Greatly campaign during the 87th annual Oscars broadcast presented the 112-year-old automotive luxury brand in a new way, while providing a sneak peak at the upcoming Cadillac CT6 full-size luxury sedan. The interest and general buzz resulted in some healthy increases in search for the brand and web traffic to its redesigned website.
Cadillac was likely expecting the rise in general interest and associated traffic. But what it probably wasn’t expecting is for its lesser-known American rival, Lincoln, to pull a fast one by attempting to gain some traffic of its own from the Dare Greatly play.
As first reported by Autoblog, typing in “Dare Greatly” into Google shows the following search results:
- A paid Cadillac ad in the first position directing users to www.dare-greatly.com
- A paid Lincoln ad in the second position reading: Dare Greatly – It’s not about making a statement, it’s about doing what you love. The associated URL is displayed as www.lincoln.com/dare+greatly
Clicking Lincoln’s paid Google search ad took us to Lincoln’s home page, with no subsequent “Dare Greatly” branding to be found.
The GM Authority Take
Sneaky deaky Lincoln is doing some Daring Greatly of its own.