Coca-Cola and McDonald’s announced a first of its kind collaboration: the Rise Up ESSENCE Festival Program with Grammy-nominated artist Andra Day. The promotion will feature the lyrics to her inspirational single, “Rise Up” on 40 million Coca-Cola cups in select McDonald’s locations across the nation.
This is an extension of the soft-drink’s national “Share A Coke and a Song” initiative that will include music lyrics on the packaging of Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life beverages, available in the stores.
McDonald’s, Coca-Cola, and ESSENCE Festival have also partnered with the Shazam mobile app to feature visual-recognition technology for content distribution, where each cup becomes a portal to an exclusive digital experience where music enthusiasts can scan the specially marked Coca-Cola cups and watch the short film, I Rise featuring music by the Warner Bros. singer/songwriter.
Additionally, the Rise Up ESSENCE Fest campaign will also offer the chance to win prizes and view exclusive digital content that focuses on perseverance, community and achievement from Day and others. Fans who purchase Coca-Cola fountain products at McDonald’s restaurants, will be eligible to enter the Coca-Cola Rise Up ESSENCE Fest Sweepstakes for a chance to see Andra Day perform at the 2016 ESSENCE Festival in New Orleans, on June 30-July 3.
Produced by Yoruba Richen, I Rise focuses on African-American women sharing the incredible strides they are making in their communities. Those featured in the film are Andra Day, Brandice Daniel, LaToya Cantrell, Kyemah McEntyre, Nzingha Prescod, Bene Vera, Kimberly Goldson, Kathryn Finney, and Michaela Angela Davis.