Ford extends successful partnership of documentary with new promotion

(April 15, 2008) Ford Motor Co. is making the most of its successful partnership with the documentary, "Meeting David Wilson." The cable broadcast traced the remarkable and inspiring story of a young man's reconciliation with his ancestor's history as slaves.

"Meeting David Wilson" tells the story of a 28-year-old African-American journalist from Newark named David Wilson. In his quest to find answers to America's racial divide he looks to his family's past. Along the way he meets another David Wilson, a 62-year-old white man from North Carolina, who is a descendant of his ancestors' slave masters. This discovery leads to a momentous encounter between these two men who share a name, but whose ancestors were on the opposite sides of freedom.

On the heels of the documentary’s success, Ford has partnered with Ancestry.com for a special promotion that offers the chance for consumers to discover the keys to their family history.

The promotion kicked off on Friday, April 11th, following the world premiere of "Meeting David Wilson" on MSNBC. Ford's promotion with Ancestry.com will provide visitors to its website www.fordurban.com/ancestry, the chance to receive one of 1,000 prizes, including DNA Testing Kits and memberships to the Ancestry.com site. The promotion will run for 10 weeks.

"This promotion allows us to offer consumers a relevant experience in order for them to discover their own history," said Crystal Greene, sponsorships & diverse markets manager for Ford. "Ancestry.com is the No. 1 source for online family history information and also happens to be the same service that David Wilson used when tracing his own family roots. It's great to be able to bring this promotion to life at the same time that we begin to talk more about our own historical legacy."

Ford's partnership with NBC News included the opportunity to share Ford' historic legacy as one of the nation's first equal opportunity employers. Within the three-hour MSNBC TV Special, Ford highlighted the story of Ford's rich, but often untold history with the African American community and how that history has shaped Ford—past and present.

In addition, NBC will produce, for Ford, a fact-based, educational video for inclusion in the NBC News Archive On-Demand African American Curriculum, drawing upon historical footage, archival material and interviews with Ford management and family members. It will be distributed to thousands of teachers and students nationwide via the NBC internet platform (Hotchalk) and have a permanent place in the NBC News Archive.

"Partnering with NBC on "Meeting David Wilson" was not only exciting but also has a great deal of historical value," said Crystal Greene, sponsorships & diverse markets manager for Ford. "We had a chance to play a role in a discussion that will be remembered for years to come. David Wilson's story is also a Ford story, as members of his own family came North to work for Ford in the 1930's and 40's in the hopes of a better life. David's goals for the documentary are similar to our own goals as a company when you think about imparting the important message of inclusiveness and seeing people as valued individuals."


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