Our multicultural creative agency was challenged to create a real-life experience that drove buzz, consideration, and engagement with the brand. Our goal was to tap into the vibes that the Essence Festival of Culture attendees love and lean into the existing Brand while positioning the Brand as a leading entertainment streamer with a plethora of content dedicated to Black consumers.

We created a 3-day, pop-up skating rink just steps away from the main Essence Festival of Culture footprint. The brand experience and activation included interactive touchpoints, such as the Abbott Elementary "Picture Day" photo experience, the Woke Graffiti Wall featuring graffiti artist Kentrice Schexnayder, and a Snowfall on FX gourmet snow cone station featuring Papa Ted's snow cones from entrepreneur and R&B singer Dawn Richard.

Each day also included a “Power Hour” where professional dancers (courtesy of celebrity choreographer "King Chris” Smith) danced alongside professional skaters, such as Silver Fox Squad member P.U.S.H. Guests had a rolling good time as they skated alongside their favorite celebrities and influencers.

We provided a social recap video each night for this 3-day activation, which was shared on the Brand’s Instagram account and across our influencer accounts. Our influencers and celebrity guests included Lance Gross, Raz B, Machel Montano, Tammy Townsend, and more.

With over 500,000 people who travel to attend the Essence Festival of Culture, we needed to create a buzzy event that would draw in festival-goers while at the same time competing to keep people engaged at a festival that has a sea of activations taking place. We created an experiential activation that would entice the target audience of Essence Festival-goers; African-Americans, mostly women, 18-64 years old.

Tasked with engaging the vast audience of Essence Festival attendees, we set out to execute an inconceivable activation where time was completely against us. We pitched over 5 ideas to in 3 days and were given the green light in 1 day. We then went on to execute the 3-day activation in 17 business days. Given the whirlwind of a timeline, we were met with a magnitude of challenges. All vendors were fully booked, venues were few and far between, and the timeline to obtain insurance and permits was not supporting our short timeline. Our team quickly came together to source, present, and secure the necessary partners and vendors to bring this idea to life for what was estimated to be over 1500 guests.

During the 3-day activation, approximately 1,500 guests laced up skates and took their turn on The Rink. Over 42 VIP guests, including celebrities, VIPs, and influencers were in attendance.

The brand activation had a total social reach of 8.1M, amplified by our influencers, celebrity talent & VIPs who shared their experience at The Rink on their socials.

Our press team serviced a co-branded press release immediately following the event. It was picked up by various media outlets and highlighted as a standout activation of Essence Festival 2022.