• July 8, 2013

Ford says it is rolling into its fifth consecutive year as exclusive category sponsorship of the Essence Festival that kicks off this weekend. Ford will run experiential elements, but will also do a game show-type program called "Mr. Matchmaker," featuring actor Boris Kodjoe, and programs around breast cancer awareness. There is also a one-hour stream from Ford-branded Super Lounge.

The partnership will promote 2013 Ford Fusion, 2013 Ford Escape and 2013 Ford Focus, and dangles the latter as part of the company's "Mr. Matchmaker" experience with Kodjoe; an exclusive broadcast with "The Steve Harvey Morning Show"; celebrity autographs at the Ford booth inside the convention center throughout the weekend courtesy of Ford partner Sirius XM; and test drives.