Netflix: Orange is The New Black – Experiential Activation at Pride Parades

GOAL:

Leading up to the new season of Orange is the New Black, Netflix wanted to raise awareness and encourage tune in, while supporting the Pride parades in New York and Toronto.

SOLUTION:

Telescope produced a dynamic Facebook Live event at the parades, integrating fans into the experience every step of the way. Fans who could not attend the parades could tune in to Facebook Live. Utilizing Telescope’s Live Studio platform, the stream was highly interactive Рpushing fan comments to air and polling the viewers with OITNB-themed questions. Along with the live stream, users were integrated on the float; fan-submitted videos were curated in advance and visualized on LED screens.

RESULTS:

By incorporating UGC content, live event production and live streaming, this was truly a dynamic campaign that drove high engagement in real-time. The streams reached over 11 million people, uniting fans from all around the world to celebrate pride.

FACEBOOK LIVE STREAM STATISTICS