At the 2026 Roots Picnic Festival, the AT&T Blue Room delivered a premium, culture forward destination that celebrated connection through music. Designed to bring fans closer to the artists and experiences they love, the activation combined elevated hospitality, exclusive access, high quality premiums, and memorable fan-first moments that left a lasting impression long after the festival ended.

The impact was undeniable:

• 60K+ impressions generated through activation engagement

• 500+ AT&T customers hosted within the exclusive VIP Upper Deck experience

• 3.2K+ photo op engagements captured across the weekend

• 1,500 premiums distributed, exhausting 100% of available inventory

• 500+ customized AT&T x Roots Picnic phone cases created for fans onsite

Fans also enjoyed exclusive performances from Tone Stith and Lihtz, alongside meet and greet opportunities with Mariah the Scientist, Corinne Bailey Rae, T.I., and Jermaine Dupri.