CASE STUDY: NYC Pride
THE CLIENT
NYC Pride is one of the largest and most iconic LGBTQ+ celebrations in the world, organizing events that unite, uplift, and empower the queer community across New York City and beyond. Each June, NYC Pride brings together millions of people in solidarity, joy, and resistance, honoring the legacy of the movement while pushing forward with purpose.
THE CHALLENGE
With a jam-packed Pride Month schedule, NYC Pride needed a campaign that could not only raise awareness for multiple events, but also engage a broad and diverse audience across digital and physical spaces. The challenge: create a unique, holistic, and grassroots campaign that felt organic on the street yet synchronized across digital platforms. The goal was to garner meaningful engagement with the LGBTQ+ community in real time.
posterGIANT stepped in with our Street To Screen strategy: a seamless blend of guerrilla marketing and mobile-targeted digital ads. The campaign had to feel effortless, but deliver serious results.
THE EXECUTION
This campaign was dynamic over the course of 5 weeks, with each week spotlighting a key NYC Pride event:
- Week 1 – PrideFest
- Week 2 – Youth Pride
- Week 3 – Drag Brunch
- Week 4 – Official NYC Pride Party
- Week 5 – Volunteers & Sponsorship
Based on locations mapped out by the client, we dynamically re-served the street campaign’s message to mobile devices, extending the x-factor of the event, and increasing engagement across the board.
Here’s how we brought it to life:
Guerrilla Marketing:
Targeted visuals throughout Manhattan and Brooklyn, especially along the NYC Pride Parade route. We saturated key intersections, nightlife hubs, and transit-heavy corridors leading up to and during Pride Month
Digital Ad Campaign:
Using mobile device ID tracking, we identified individuals in the area of our physical street placements and served Pride event messaging to their phones. This technology bridges out-of-home with digital, reinforcing visibility and increasing conversions like RSVPs, website visits, and on-site attendance.
It creates a feedback loop! People see it on the street, then again on their screen, and again in the street…
Dynamic Creative Strategy:
New digital and street creatives were rolled out weekly, mirroring NYC Pride’s evolving calendar and keeping content fresh and highly relevant.
Audience Targeting:
Our digital efforts focused on LGBTQ+ communities and allies, geo-fenced around high-traffic Pride spaces, nightlife districts, community centers, and major public transit lines. We ensured that both locals and visitors were seeing the right message at the right time.
THE OUTCOME
posterGIANT’s campaign helped NYC Pride not only show up — but stand out. Our grassroots street presence made the energy of Pride visible in neighborhoods across the city, while our mobile targeting strategy doubled down on visibility.
We’re proud to have stood alongside NYC Pride as a Platinum Sponsor, and even prouder to have helped amplify a message that matters.
