The Challenge

Celebrate the highly-anticipated fourth season of the hit series Orange is the New Black via an interactive parade float for the NYC Pride March and the Toronto Pride Parade

The Big Idea

Design and produce a themed float that integrates show cast members, drag queens, local community influencers and real fans live via video

How We Did It

  • Worked closely with NYC Pride March and Toronto Pride Parade producers to ensure all requirements and deadlines were met
  • Built a parade float incorporating flashy orange décor and eye-catching sequin signs with OITNB and Netflix branding to stay within theme
  • Partnered with Facebook to tap into the built-in audience of over 5.5 million OITNB fans
  • Leveraged key Facebook partner Telescope to provide social engagement opportunities
  • Vetted uploaders as live participants, who were chosen to have their uploaded video displayed on float composite screen’s live loop at NYC Pride March and Toronto Pride Parade
  • Compiled short “smile and wave” videos of Netflix talent, including Chelsea Handler and Colleen Ballinger to be featured on the float
  • Engaged OITNB cast members on the float to bring their spirit and Pride to each parade
  • Incorporated livestream broadcast via five on-board cameras to allow fans from around the world to not only send their pride, but experience each parade
  • Provided Netflix with an engaging host to deliver Pride commentary and updates, give livestream viewers access to candid interviews with the cast, answer trivia and poll questions and facilitate conversation on the float about the parade and the new season
  • Sought out top local drag queens to perform on float’s upper deck
  • Staffed outgoing brand ambassadors to distribute branded premium items including rainbow flags and rainbow buttons