Sister Hazel 'Syncs' with Ford | Adweek
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Sister Hazel 'Syncs' with Ford

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Ford has tapped the veteran rock band Sister Hazel to promote its Sync technology. The five-piece band will serve as the face of the “Sync My Ride” Web site. Fans, or Hazelnuts as they are known, can visit the site Syncmyride.com for a free, exclusive download from the band beginning July 15.

The download is an acoustic version of the title track from its upcoming album entitled “Release,” set for an Aug. 18 release. As part of the partnership the band, last month, appeared at the Ford Drive One Tour display in Milwaukee for Summerfest. Ford and its Sync technology, which was developed by Microsoft, will be on display at a handful of high profile concerts throughout the summer. Most recently, it appeared at the Essence Festival.

Ford, Lincoln and Mercury vehicles currently have an exclusive deal to distribute the voice-enabled Sync technology in their cars and trucks in North America. It allows users to make a call or play music via voice command or a touch of a button. It can also provide traffic reports, directions and business information.