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Orange is the New Black Pride Parade Live Streaming

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.

Orange parade float with Fan Filter images on the side

OVERVIEW

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 – pushing 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.

People on float with flags and fan filter images on side of float
Instructional video and actresses from the show
Four women standing on orange float

HOW IT WORKED

To promote the new season of OITNB, Telescope worked with Netflix to create a dynamic Facebook Live event for Gay Pride. Incorporating UGC content, live event production and livestreaming, this was a truly dynamic campaign which drove high engagement.

FB Live stream with on screen graphic showing comments and FB promo post

KEY FEATURES

  • Fans submitted videos using Telescope’s digital uploader, which were curated before the event

  • Videos streamed on the float through interactive displays, including fan video chats live from the parade floats

  • Integrated live polling and UGC comments created an interactive experience that let fans participate in real time.

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.

1.5m

VIEWS

11m

REACH

205k

ENGAGEMENT

Instructional video, Live stream with on-screen graphics and hashtag and comments