Imagination Helps Lincoln Communicate by Touch

Innovative touch table demonstrates brand at New York Motor Show.

New York, NY, April 23, 2010 --( Global brand communications agency, Imagination, has created a multi-user touch table experience for automotive client, Lincoln, that engages people by presenting benefits and features in an original and interactive format.

The Lincoln touch table was produced for the North American Auto Show 2010 season to highlight common technologies across all Lincoln cars, putting the user in control of their learning and discovery in a manner that matches the Lincoln brand promise. The 4-metre long multi-touch enabled table was designed to embody the technical innovation of the Lincoln brand.

Dubbed the “Lincoln Technology Table” during the show, the multi-touch environment used Microsoft Sync technology to demonstrate how Lincoln vehicles support and interact with drivers and passengers. The touch table employs the latest surface-interaction technology with flexible, bespoke software.

Users access the table content through a physical card, the Lincoln Technology Access Pass, which makes use of Augmented Reality to simulate the push button engine start and allow the download of music, video and access to additional content and daily prize giveaways.

Imagination’s inventive technical solution was designed to reflect the essence of the Lincoln brand and inspire visitors through an intuitive, interactive experience.

The Lincoln touch table was designed using the industry’s first multi-touch LCD array system, created by Imagination and Finnish technology provider, MultiTouch Ltd. Without any reliance on Flash, the visually-engaging programme is written in C++ and OpenGL and was developed using Agile project methodology.

The table displays content based around four key aspects of Lincoln:

MyLincoln Touch – history, new system, hardware locations
Connect – voice-activated entertainment, navigation and communication
Protect – MyKey, Adaptive Cruise Control, Blind spot information and AdvanceTrac
Empower – 6v8, inside the Ecoboost engine, Active park assist and Intelligent All Wheel Drive

A fifth content module was added at the New York Autoshow 2010 (31st March – 11th April 2010) to provide interactive support for the launch of Lincoln’s first-ever hybrid vehicle – the Lincoln MKZ Hybrid. The new module included two interactive CGI films and two interactive modules to showcase the key features - Luxury, Efficiency, SmartGauge and Technology. All creative output for the new module was realised by Imagination.

“The Lincoln touch table is the first of its kind,” said Damian Ferrar, Head of Digital at Imagination. “Many organisations communicate to customers on their own terms rather than allowing the consumer to be in control. Consumers don’t want to be marketed at – but want to participate, explore and understand. The Lincoln touch table is an intriguing and interesting way to explain the brand and products to a modern audience.”

David Tillapaugh, Global Auto Show Operations, Ford Motor Company commented: “Imagination helped us achieve just the right tone and device for delivering a set of 'on-brand' key messages for Lincoln."

Stephanie Rock
020 725 9798
For a video overview of the Lincoln touch table visit