Andra Day is using her music to make a positive impact on women. In collaboration with Coca-Cola and Essence, the Grammy nominated singer launched her new program called Rise Up Essence Festival on Tuesday in New York City.
The program features Day and the lyrics of her single, “Rise Up” and the short film I Rise, on approximately 40 million Coca-Cola cups in select McDonald’s restaurants across the U.S. I Rise, inspired by Day’s song “Rise Up,” tells the story of trailblazing African-American women who create, inspire and transform.
“I am overjoyed to be a part of this program,” says Day. “The reach of Coke and McDonald’s is undeniable and I’m thrilled these iconic brands are joining forces to inspire local communities through messages of peace and motivation in unique ways. It’s an added bonus that they are using the lyrics to ‘Rise Up’ as a part of those messages.”
Additionally, McDonald’s, Coca-Cola, and Essence Festival have teamed with mobile app company Shazam to feature new visual-recognition technology for content distribution. Each cup becomes a portal to an exclusive digital experience where fans can scan the specially marked Coca-Cola cups and watch I Rise.
When music fans and McDonald’s customers purchase Coca-Cola fountain products at McDonald’s restaurants, they will learn how to enter the Coca-Cola Rise Up Essence Fest Sweepstakes for a chance to see Day perform at the 2016 Essence Festival in New Orleans.
“Shazam is excited to partner with world-class brands like Coca-Cola and McDonald’s,” added Shazam CRO Greg Glenday. “We are witnessing more large-scale activations connecting fans with breakout artists like Andra Day. It’s great to see both global brands leverage our proprietary technology to build evangelists within their most desired audiences.”
“Rise Up” is lifted from Day’s critically-acclaimed debut album, Cheers to the Fall.
See photos from Andra Day’s Rise Up Essence Festival launch below.
