TD Bank Parade Program Connects With LGBTQ Community - Event Marketer

TD Bank Parade Program Connects With LGBTQ Community

DB_TD Bank_Cause_EX 2017
Brand: TD BANK
Agency: REDPEG MARKETING
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2017

Pride parades are no ordinary parades, and with its expressive float, activations and local buzz-building efforts, sponsor TD Bank’s parade program made personal and colorful connections with the LGBTQ community. What made the campaign so special was that it served as an internal engagement tool, too. Some 794 TD Bank employees marched along the parade routes nationwide. The brand also earned 4.5 million total impressions. Something else to celebrate.

The campaign involved six Pride Week festivals in Miami, New York City, Long Island, Boston, Philadelphia and Washington, D.C. As diverse as the community itself, no two activations were the same. For the parades, drag queens kept crowds engaged, coordinating TD Bank dance routines and driving social shares with #ForeverProud. On-site at the festivals, TD Bank distributed free rainbow popsicles and branded premiums. There was a larger-than-life chalk wall for personal messages, a photo activation and a digital Twitter Wall connecting Pride participants across the country through #ForeverProud. TD Bank locations were outfitted in Rainbow-striped window clings, sealing the corporate support.

One consumer reacted: “We love TD Bank and all that they have to offer, not only as a bank but out here at the festival supporting their customers.” Put that one in the bank.

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