Pride London draws on user generated content for first ever ad campaign
The 2014 Pride in London Parade is drawing on user generated content for a multi-stage marketing campaign to spread this year’s ‘#FreedomTo’ Pride theme.
The campaign, which is the first ever for the event, will see members of the public being used in the promotional activity in the run-up to the parade, with celebrities including Sir Ian McKellen and Kylie Minogue also featured.
Spanning two weeks, the first activity of the campaign will include a call to action asking members of the public to submit their own personal #FreedomTo messages via Facebook or Twitter and those behind the best entries will be filmed and included in animated panel adverts alongside the supporting celebrities.
During the second week, the panels will also show highlights of Pride parties, galas and live events which will be filmed by attendees using filmmaking app Seenit, and in a “user generated content first”, the footage will then be edited by digital out of home agency Enigma to be shown on Exterion screens.
Andrew Newman, co-founder of Enigma commented: “As Pride requires commercial support to be held, we needed to strike a balance to ensure that our diverse community was represented, while giving real value to sponsors and brands. We feel the #FreedomTo campaign achieves that and is something we can all be proud of.”
On Pride Day itself, the tube ads will change to say ‘Happy Pride’, including geo-specific information about how to travel to the Pride event from that station.
London Live has partnered with Pride for the campaign and will take the user generated content to create community profile films to be serialised during Pride Week.
Media owner Exterion Media has also contributed around £1m worth of support.
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