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FORD TIES FUSION LAUNCH TO HISPANIC MUSIC CRAZE

Exclusively sponsors Daddy Yankee's Reggaeton radio show

DETROIT (AdAge.com) -- Ford Motor Co. is tapping into “Hurban,” or Hispanic urban music, to kick off the second phase of its launch for the new Ford Fusion sedan, aimed at 18- to 34-year-olds.

Exclusive sponsor
The carmaker is the exclusive 2006 auto sponsor of ABC Radio Networks en Espanol’s new two-hour weekly “On Fuego” program hosted by Daddy Yankee, the hottest star of reggaeton, a kind of Latin hip-hop.

The Saturday evening show premiers March 4 in Spanish in major Hispanic markets for 52 weeks. Ford division’s deal includes sponsorship mentions, 60-second ads during the show and exposure during the artist’s “En La Avenida” segments, which chronicle happenings in his life and the Latin music industry. ABC will run these segment updates daily during the Hispanic Morning Drive and ESPN Deportes programs.

Ford is tying the deal to a sweepstakes, offering four trips for two to South Beach, Fla., as guests to Daddy Yankee’s live show. The show will feature performances by some of the hottest acts. The effort is a "big part of us continuing to build a dialogue with the market,” said Dave Rodriguez, multicultural marketing communications manager of Ford division.

By Jean Halliday Mailed 2006-03-14

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