Year
2023
Client
Walmart
Category
Retailer
Product Duration
3 Weeks
How do you make a Father’s Day campaign stand out and actually mean something to the community you’re trying to reach?
Walmart wanted to spotlight Black fatherhood, not with sentiment alone, but through a modern lens rooted in culture, gaming, competition and conversation amongst Black father and Son duos.
Cxmmunity Media created and produced the Black Unlimited Fatherhood Streamathon, a first-of-its-kind livestream event hosted on Twitch & YouTube featuring NFL legend Cam Newton and gaming content creator iPod King Carter.
We brought together celebrity guests, creators, and real fathers for a live event that blended competitive gaming sessions with popular titles, Unfiltered discussions about fatherhood in the Black community, Audience interaction via chat, polls, and giveaways, and Content moments that lived beyond the stream via press, socials, and UGC.
Streamed to thousands across Twitch + syndicated through IGN and Walmart channels
Elevated the conversation around modern Black fatherhood
Positioned Walmart as a platform for community-led narratives, not just commerce
Created lasting, shareable content that blended entertainment and emotional depth
