Ford Reaches Women with Warriors in Pink Campaign - Event Marketer

Ford Reaches Women with Warriors in Pink Campaign

DB_Silver_Ford_2009 Ex
Brand: FORD
Agency: JWT TEAM DETROIT
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2009

Ford wanted to raise money for Susan G. Komen for the Cure while leveraging the partnership to drive sales among women ages 18-24, so the carmaker took the message to the people in 2008 through Race for the Cure events, grassroots efforts and sweepstakes offers.

By activating at 117 Race events, Ford reached over 1.5 million people with branded tents, banners and a 60-foot trailer selling ‘Warriors in Pink’ apparel for Komen. Consumers interacted with Ford ambassadors on-site and the races featured a Warriors in Pink Mustang pace car. The Mustangs were a limited edition package, which generated about 174 car sales and $87,000 in donations. The Warriors in Pink Lifetime Sweepstakes with Lifetime Network had more than one million entries; The NBC “Kath & Kim” Warriors in Pink Watch & Laugh & Win Sweepstakes ran from Oct. 16 to 31 and received 43,000 entries; and the Reader’s Digest Beautiful Warrior contest netted 651 essay entries from July to September.

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