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The Essence Festival is an annual music festival, which takes place in New Orleans, LA, featuring the very best in R&B, Soul, Funk, Gospel, Blues, Hip-Hop, Jazz and Reggae music; as well as a series of seminars and events created to empower and inspire African American men and women.
XPA and Mosaic conceived and produced the 100x100 footprint for Coca-Cola, the presenting sponsor of the festival. Throughout the 3-day weekend XPA was responsible for talent booking, sampling, staffing and event production.
Bringing it to life
We distributed over 75,000 samples (+115% over goal) and actively engaged over 100,000 consumers throughout the weekend.
Talent and Programming
We curated and booked 27 hours of entertainment.
Over 83,000MM social media impressions were generated throughout the weekend.
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