Road To Essence Activation

branding, design, web
Client: Walmart, Essence Magazine, Hillshire, Coca Cola
Year: 2013


Event Activation, Product Sampling, Media Engagement


Walmart partnered with The Essence Music Festival and Coca Cola to conduct a series of activations, call the Road To Essence. The purpose of the events were to raise awareness of the Essence Music Festival in New Orleans in markets that historically travel well to the the festival, while giving key CPG brands the opportunity sample the products to the consumers.
All of the events were produced on location at highly trafficked African American traited stores, except for the event in Bentonville, AR, specifically produced to share the power of the African American consumer to Walmart’s key decision makers.
Miguel Lloyd (LMG CEO) was a key member of the team that managed the activation of those events.