The collaboration between Ford and NBC will move past the regular “stay tuned for the following message” and try to blend the Warriors' efforts within the show. Contestants and viewers will be asked to be active players in the fight against cancer and will be rewarded for their efforts with the possibility of winning a 2011 Ford Edge.
“Ford Warriors in Pink and ‘The Biggest Loser’ share a common goal to empower people to take control of their health,” said Connie Fontaine, Luxury and Nontraditional Marketing Communications manager for Ford Motor Company.
“This is a show that creates Warriors, and we are proud to have the support of NBC and ‘The Biggest Loser’ to help raise awareness and work towards a cure for breast cancer.”
For the viewers, the chance to win a brand new Edge will be materialized through the contest set up at the following link. As usual, the campaign is accompanied by a message to buy Warrior Wear and Gear, a line of apparel and accessories sold by the Warriors in Pink to benefit Susan G. Komen for the Cure.
“With all major health challenges, it is Warrior-like strength that helps people overcome their challenges,” said Chad Bennett, Brand Development and Production vice president for Reveille, the producers of the NBC show. “By working with Ford Warriors in Pink, 'The Biggest Loser' is able to again raise awareness around overall wellness and encourage its fans to live a healthy lifestyle.”
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