AT&T and Essence Festival

In 2017 AT&T became an official sponsor of the Essence Festival, and wanted to ensure that their first activation experience at Essence was memorable and high impact. Targeting African American millennial women, AT&T secured Authentique to deliver segment relevant strategy on activation tactics and influencer/talent deployment.

Goals
• Deliver an activation that distinguishes AT&T from other sponsors • Determine programming that integrates opportunities for talent engagement • Integrate social and digital media throughout the activation

Solutions & Results
• Authentique curated a collection of target relevant talent and developed high engagement activation tactics that drove footprint traffic • Successfully managed fulfillment for top talent including Tracee Ellis Ross, Boris Kodjoe, and Holly Robinson Peete across 3 days of activation • Crafted copy for each influencer and celebrity deployed, including social media and live main stage moments at the Superdome

BIG WIN
Achieved over 69 million in earned and paid social impressions
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