To promote Netflix’s prison drama, Orange Is The New Black, Allied Experiential concepted and executed an interactive float to engage fans at the iconic Pride March in New York and Pride Parade in Toronto.

The “Orange Will Set You Free” (#OWSYF) parade entry allowed fans from all over the world to digitally join the show’s cast members up on the float via five on-board cameras. Shared messages of pride and celebratory spirit were broadcast in a live feed to fans globally. 

The award-winning campaign garnered thousands of livestream viewers, millions of live impressions and nearly a hundred live Skype conversations, featuring fans from fourteen different countries.