Returning to Essence Festival of Culture for the 8th time as a major sponsor, AT&T was challenged to develop another purpose-led 360 activation, inclusive of on-site and social channels, that made attendees feel truly seen for who they really are and for the value they bring. As a result, a dynamic, high-impact activation packed with live performances, purposeful messaging, premium giveaways, an a picture-perfect photo moment left guests eager to see AT&T at every festival and event to come.  

The activation came to life in a bold and memorable way over the course of the three day event, fueled by culture resonance, intention and moments of connection. By delivering an original Family Feud-inspired trivia game show, The Culture Code, guests were able to see themselves and AT&T’s brand purpose in a fun, engaging way. Other stand-out original programming included dynamic panel discussions featuring respected voices like Kofi Siriboe, Kandi Burruss, Bun B and more. The stage lit up with unforgettable musical performances from Leon Thomas, Coco Jones, and Pastor Mike Jr., who closed the weekend with an electrifying and inspirational finale.

To keep energy high and guests engaged, we proudly partnered fashion entrepreneur, Esther Wallace, to co-design an exclusive AT&T x Playa Society tote bag, which was undeniably a crowd favorite. Guests were also delighted by surprise giveaways, including AT&T-branded mini mics, hand fans, and Curl Caps, all of which helped keep the Premium line buzzing and the experience elevated.