One of the biggest nights on the LGBTQI+ calendar.
Sydney’s Gay and Lesbian Mardi Gras Parade unites hundreds of thousands of revellers from Australia and overseas.
And this year was no exception. The 42nd annual event was colourful collision of creativity and culture with an 80,000 strong crowd at the community Fair Day alone.
It provides a great platform for brands to tap into a widely celebrated event and engage with a target audience all in one place.
Dating app, Bumble, was a supporting partner of the 2020 Sydney Gay and Lesbian Mardi Gras (SGLMG) this year, as part of the brand’s commitment to inclusive connections across the community.
Bumble kicked off the experiential partnership in style bringing its famous “Queen Bee” throne to the Mardi Gras Fair Day.
In true fiesta style, the throne was nestled under a giant rainbow with a gold glitter backdrop to delight and entertain festival goers. Creating the perfect social media sharing opportunity there were also fun rainbow props for taking photos with.
Bumble users had exclusive access to apply for tickets to Sydney’s annual Mardi Gras from a VIP viewing area at Taylor Square, followed by attendance to the sold-out Official After Party headlined by pop stars, Dua Lipa, Sam Smith and Kesha.
Bumble took to social media to tell users how to enter the competition, alongside posting pictures from the Queen Bee throne to further boost brand love:
The exciting brand activation marked the launch of Bumle’s same-sex option, in which either person can make the first move. There is also an extensive list of gender options beyond the binary that can be selected upon registration.
Lucille McCart, Bumble’s Country Lead Australia said: “At Bumble, we are dedicated to ensuring that our platform is as inclusive as possible for our community of users. There is no event on the Australian cultural calendar that aligns with these values more than the Sydney Gay and Lesbian Mardi Gras; we could not be more proud to be partnering with this iconic organisation.”
Recently, we have seen many forward-thinking campaigns which demonstrate equality and aims to get people talking. Examples include the Bonds Australia LGBTQ+ Christmas Ad, and Thinx’s menstruation campaign which aims to take the taboo out of periods.