Netflix Engages 'OITNB' Fans With Pride Parade Floats - Event Marketer

Netflix Engages ‘OITNB’ Fans With Pride Parade Floats

db_netflix_edta_2016
Brand: NETFLIX
Agency: ALLIED EXPERIENTIAL
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST COMBINATION OF EVENT TECHNOLOGIES (B-TO-C)
Year: 2016

Standing out at pride parades is no easy feat, but Netflix’s interactive “Orange is The New Black” float at the New York and Toronto pride parades did just that. Fans were able to join cast members “virtually” on the float via Facebook Live and Skype and fans from around the world live-streamed images onto the float’s large video wall. The OITNB Facebook page broadcasted live from cameras on the float, allowing fans to interact with cast members, answer show trivia and stay connected via #OrangeWillSetYouFree.

Eye-catching sequin signs with OITNB and Netflix branding, along with florals and butterflies decorated the float, while underneath, a platform area housed five service techs, video/telecom equipment and a green room for talent. A white pick-up truck wrapped to simulate a prison van towed the float along the parade route. Brand ambassadors dressed as prison guards and convicts marched alongside, distributing Netflix/OITNB-branded rainbow flags and buttons.

By participating in the parade Netflix demonstrated its commitment to both the cause and the celebration. More than 1.3 million fans participated in the Facebook activations, and the resulting campaign garnered participation from all over the globe.

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