AT&T at The 2017
Essence Festival

BRAND SPONSORSHIP AND INFLUENCER MARKETING ACTIVATION

Media Impressions
0
Million
Engagement Managed
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Percent

The Challenge

Promote AT&T’s first-ever official sponsorship and raise event profile at the largest multicultural conference in the world.

Insight

With over 100,000 daily attendees, the Essence Festival presents a concentrated opportunity to connect with a multigenerational, multicultural audience. Research shows that telecommunications is among the top product categories for African American consumers and influencer marketing is the among the strongest vehicles to reach them.

Activation

Intuition Consulting Firm planned and implemented an influencer marketing activation to help AT&T stand out during arguably the largest and loudest multicultural consumer conference. With a the goal of optimizing the brand’s premium-level sponsorship during the three-day conference, Intuition negotiated partnerships with celebrity talent including Tracee Ellis Ross, Boris Kodjoe, Holly Robinson Peete. In addition to leading strategy on the show floor presence, Intuition also designed the multi-platform, influencer marketing approach including mainstage and exhibit floor panel sessions, fan meet and greets and leveraging the celebrity partner social media channels to push organic content amplifying AT&T’s show presence.