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Ford asked PopShorts to help amplify their partnership with Essence Festival and drive excitement for their 2019 lineup among multicultural audiences.
Our Solution
Experiential Strategy

We paired Ford with the perfect social media brand ambassador to generate social buzz around Ford's Essence Festival booth and activations...

Kellee Edwards
...Kellee Edwards is an award-winning travel expert, journalist and television host who has been recognized as “One of the Most Powerful Women in Travel” by Conde Nast. Ford and Kellee share a love for technology, new experiences and adventures, making them a perfect match.
Paint the Future Proud
For a chance to win a trip for two and join Kellee at #EssenceFest, we challenged social media users to post a photo or video telling us what they are doing to benefit their communities for the #PaintTheFutureProudContest.
Driving Ford RSVPs
For those who were already planning on attending #EssenceFest, Kellee encouraged them to visit Ford.com to decide which vehicle to test drive.
A Virtual VIP Pass
For those who couldn't attend, Kellee gave them a behind-the-scenes tour of the Ford booth and all of its fun activations, including the Art of Expression Caricature Sketch Station, the F-150 Kar Karaoke and the Art of Glam Lip Bar...
In the Driver's Seat
...while making sure to highlight Ford's new lineup and all of the exciting new looks, features, and technology.
Going Live in 3… 2… 1…
Kellee used Instagram Live to capture the electricity and excitement within the Ford booth during the festival.
Video Recap
Kellee highlighted the best moments from Essence Festival with #MyFordFam before telling viewers to visit Ford.com to check out the full 2019 lineup.
Beating Benchmarks

Ford's experiential activation was a success both on-site and on social media as Ford enjoyed long lines of attendees at their booth and we sped past their social benchmarks.

2.10 Million
total impressions
38,505 Engagements
social media
83% Positive
2.3% Click Rate
per view