I applied through the National Black MBA portal as an experienced hire (1-5 years post MBA experience). Shortly after applying I received an email to fill out the application online, then a few days later I got a phone call to set up a phone interview.
The phone interview was with a marketing manager and we just cut to the chase. There were no softball questions like "why general mills" or "what's your favorite general mills brand"? Instead was asked a marketing case question as well as some behavioral questions ("Tell me about a time you were given a goal that seemed unachievable, and how did you approach it.") and some marketing specific questions ("tell me about 3 current trends in CPG").
I must've done well enough in that phone interview as I got invited to the on-site interview a few weeks later.
The onsite interview is pretty consistent with what everyone else said: 75 minutes to prepare a marketing case with slides followed by 3 behavioral interviews with different managers, one of which asks you to present your case from the morning. The people were really nice, but I got asked some questions I didn't prepare for ("If you could be a part of a food start up company, what would it be and why.) The day finished with lunch with an AAM, got a goody bag and was on my way.
This experience is different if you're going for AAM right out of b-school - since that's more cyclical, they bring many candidates to HQ for a Super Day. I've read about dinner the night before, breakfast the morning of, and a tour, but my day was basically 8:15AM -1:00PM.
Now, the reason I gave this a negative experience was that based on my resume, it's evident that I don't have any CPG experience. After the interviews, I was called and told that the team thought I fit best as a 2nd year AAM, upon further review, there wasn't any headcount for a 2nd year AAM. My attitude towards interviewing, is if you're interviewing, the spot is yours to lose. I prepped a ton for this, as it's a company I really wanted to work for and felt like I did well, which apparently I did, but unfortunately I spent all that time to interview for a position that didn't exist for my given skill level.
Live and learn.