Through hosting a series of live events and an e-mail entry time period, McDonald's will determine which five community service-minded males will represent as the official Men of McCafe at the 2011 Essence Music Festival.
McDonald's has teamed up with popular online portal AOL Blackvoices to bring the search to life online by hosting applicants' profiles and online content from the series of live events. Starting in October 20, 2010, consumers will be able to email menofmccafe@365Black.com to apply for a chance to represent McCafe.
The Men of McCafe, a group of African American male brand ambassadors, made their successful debut at the McDonald's booth during the 2009 Essence Music Festival, creating an unexpected frenzy among female consumers. Since then, the group has developed a following throughout the country.
"After an overwhelming response from consumers, McDonald's is excited to launch the Men of McCafe concept as a national search," says Rob Jackson, director of U.S. marketing, McDonald's USA. "This program is our way of providing a meaningful experience that will directly impact our consumers by allowing them to have connection to espresso based coffee culture and new age beverages while also providing a fun and contemporary means of promoting positive images of African American men."
The national search kicks off with a live event in Atlanta at the Real Moments, Real Fruit Smoothie Fusion tour stop at the Atlanta Football Classic on September 25. Former NFL player and inaugural Man of McCafe, Isaac Keys, and BET personality, Alesha Renee, will host the search for male students and alumni at Historically Black Colleges and Universities during tailgating activities.
The search will also head to Charlotte, NC, in February 2011 during McDonald's festivities at the CIAA Tournament.
In a continued effort to showcase the latest line of McCafe Smoothies, the Real Moments, Real Fruit Smoothie Fusion tour bus, an upscale smoothie lounge on wheels, has been traveling across the country. The tour bus has been providing "real moments" including special appearances by recording artists Regina Belle and J Moss and back-to-school giveaways for students along with providing samples of the new McCafe Real Fruit Smoothies featuring Wild Berry and Strawberry Banana flavors. To date, the tour bus has visited over 20 cities including Houston, Washington, D.C., and New York.
Throughout the e-mail submission period, consumers will also have the opportunity to log on to AOL Blackvoices to learn more about the program. As the exclusive digital media partner, AOL Blackvoices will feature the launch video as well as feature the winners once announced.
"As the No. 1 online destination for African-American news, culture and community, AOL Blackvoices is thrilled to join forces with McDonald's to launch this national search," sys Blackvoices' director Tariq Muhammad.