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Pride Events In NYC Attract Jaguar, Trojan, MassMutual

As Pride Month draws to a close, celebratory activities in New York this weekend are inspiring marketing activations.

Macy’s flagship store decorated its famous windows with a rainbow tribute. Digital billboards are splashed with pitches for Pride-themed clothing and cosmetics sold at nearby stores, including Sephora, CoverGirl and Levi’s.

Jaguar Land Rover North America has created two custom-wrapped Jaguar and Land Rover vehicles that will drive in the annual NYC Pride March this Sunday.

The vehicles -- a Jaguar F-TYPE SVR Convertible and a Range Rover Evoque Convertible -- have been outfitted with a rainbow stripe that runs the length of the vehicle and down the hood. Jaguar Land Rover employees will march in the parade alongside the vehicles.

The automaker offered a variety of activities, including a guest speaker panel, to internal employees throughout the month. This panel and the brand’s participation in the 2019 NYC Pride March were ideated by the Jaguar Land Rover North America DRIVE team.

DRIVE -- which stands for Diverse, Respected, Included, Valued, and Empowered -- is a group of employees from various internal divisions that meet regularly to brainstorm ideas and events that will foster a culture of diversity and inclusion.

Meanwhile, Trojan Condoms is taking a more lighthearted approach. The Conecocktions Ice Cream Truck hits the streets of NYC today, celebrating “cones” of every shape and size and encouraging thousands of New Yorkers and WorldPride goers to have #PrideInMine. 

Nearly half (47%) of men and 60% of gay men have felt judged about their shape or size of their genitals, according to the company. The fear is real: 61% of adults say they have judged the shape or size of someone’s genitals, while 75% of gay men have judged someone based on their size or shape.

The truck will continue to circulate through Sunday during the march.

Also related to the parade, MassMutual is launching an out-of-home campaign linked to Pride Month, the parade and the 50th anniversary of the Stonewall Uprising. Johannes Leonardo conceived the effort, which gives people a chance to have a presence at the parade even if they can’t physically be there.

In the spirit of the brand’s promise to “Live Mutual,” those unable to physically attend are asked to tag their photos on social media with the hashtag, #SignOfPride. MassMutual will display these homemade pride signs on their social platforms, in addition to taking over LinkNYC stations during the parade.

Nationwide Pride events this month have gotten people talking. Social activity surrounding Pride is double last year, according to Shareablee. 

There have been 38 million actions linked to Pride Month on Facebook, Twitter and Instagram -- up from 19 million for the same time last year. Instagram leads with activity with 31 million actions, followed by Facebook with 3.9 million actions and Twitter with 3.1 million, according to Shareablee.

The top branded-content post on Instagram has been a Tyler Blackburn collaboration with Calvin Klein at 196,000 actions. Other leading posts with more than 72,000 actions each were Aquaria collaborations with T Mobile and Arianna Grande, and Shannon Beverage with Marriott International.

The top tweet to date is the same Shannon Beverage and Marriott collaboration at 2,700 actions. The top posts on Facebook were CNN collaborations with Procter & Gamble at 354,000 video views and BMW USA, which attracted 179,000 video views.

With the largest event in the country, New York’s parade on June 28 and a weekend of activity yet to be held, new content is expected to spike by the end of the weekend, according to the company.

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