Coca-Cola takes headline sponsorship of 20th Essence Festival

Coca-Cola will activate at the 20th Essence Festival in New Orleans, Louisiana alongside the likes of Samsung, Ford and McDonald's.

Coca-Cola is the presenting partner of the woman's event
Coca-Cola is the presenting partner of the woman's event

Taking place on 2-5 July, the festival targets the readership of African-American women's magazine Essence. It will be hosted primarily at the Ernest N Morial Convention Centre and Louisiana Superdome.

Coca-Cola will deliver an activation across the five days that focuses on the local Nola cuisine as the presenting partner of the event. It has created a #CokeCrawl trail for guests to tour from 4pm-6pm, where they can sample food and a free soft drink from 12 venues across New Orleans' French Quarter, Warehouse District and CBD.

At the central hub of the festival, the brand will also host a stand where guests can meet and greet celebrities, participate in cooking demonstrations and interactive games and enjoy ice-cold samples.

Samsung will be hosting its Galaxy Experience, which will allow guests to explore a 360-degree virtual reality world with Samsung Gear VR. Its activation will also feature complimentary nail manicures, a resident DJ and a virtual fashion shoot.

The tech brand's Galaxy Truck will complement the activity. The touring activation will travel around the city and provide prizes for passers-by.

Other brands activating include Ford and McDonald's, which promises a dance competition and concert series.

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