The 20th anniversary of the ESSENCE Festival kicks off this weekend, and Ford will be there to help celebrate. Not only will they make a huge imprint in the festivities, one super lucky festival-goer will potentially walk away with the keys to a new 2015 Ford Mustang. The ESSENCE Festival is a cultural celebration featuring a mix of established names, exciting newcomers and cherished festival favorites and Ford will definitely be festive.
- 2014 marks Ford’s sixth consecutive year as exclusive automotive sponsor of the ESSENCE Festival.
- Ford will give away keys to an all-new 2015 Ford Mustang to an ESSENCE Festival goer.
- Ford will be hosting all kinds of activities at Essence Festival this year including: initiatives tied to breast cancer awareness, three days of live Sirius XM broadcasts, and consumer ride-and-drives.
- Live Sirius XM broadcasts from the Ford booth throughout the weekend, with scheduled appearances by singers Tamar Braxton, Kem, Ledisi, Jazmine Sullivan, Estelle, and hip-hop artist and actor Common.
Ford's manager Shawn Thompson said, “Our collaboration with ESSENCE on the festival is rooted in our shared commitment to empower, as well as our goals as a company to go further when it comes to not only our products, but also our communities," then going on to say, "the ESSENCE Festival holds such a special place in the hearts of African Americans – particularly African American women – and this provides an amazing and relevant environment for us to engage with these consumers.”
Festival-goers will have the opportunity to take a test drive in some of Ford’s newest products, including the 2014 Ford Fusion and 2014 Escape, in addition to learning more about the importance of early detection as it relates to breast cancer awareness.
‘Pink Friday’ – Ford booth goes pink for breast cancer awareness
On July 4, for the third year in a row, Ford is activating “Pink Friday” in an effort to raise awareness around breast cancer and the importance of early detection. For each of the first 200 test drives the company is offering, Ford Warriors in Pink will donate $20 to the Young Survival Coalition to help directly improve the lives of thousands of young breast cancer survivors.
Ford giving away keys to all-new 2015 Ford Mustang
One ESSENCE Festival attendee will leave the event the new owner of a 2015 Ford Mustang, which arrives in dealerships this fall. As Ford continues to celebrate 50 years of the iconic pony car, it is providing the opportunity for festival attendees to win keys to the all-new Mustang by visiting the Ford booth inside the Ernest N. Morial Convention Center and registering for the chance to win. The car will be given away by Nephew Tommy of “The Steve Harvey Morning Show” live in the Superdome on Sunday, July 6.
“Ford has a lot planned for this year’s festival, and we are excited for all the weekend has to offer,” said Thompson. “We hope attendees walk away with not only a greater awareness of our newest products, but also of our continued commitment to the empowerment of African American culture.”
Festival-goers can join the social conversation throughout the weekend by using hashtag #fordup and #MustangandMe on Instagram and Twitter.