Results and Effectiveness

Over 100 Google staff danced in unison with the float supporting employee diversity alongside over 9,000 participants and glittering floats. We drove more than 10,000 new followers to the Sydney Mardi Gras Google+ page and had over 85,000 views of our video a week after it was posted on You Tube. And the Google float was the most talked about at the event.

Creative Execution

We invited the Google+ community to share photos and video content communicating their message of infinite love to be showcased at the event. The user-generated content was edited and displayed on bold circular LED screens representing the event theme of infinity and the Google+ circular motif. This shape was visible by all spectators on both sides of the parade track. The live Google+ hangout feeds, available to Google+ users worldwide, were positioned at the DJ booth, behind the float onto the Google staff dancing and inside the crowd to provide the best and most impactful angles for viewing.

Insights, Strategy and the Idea

Supporting employee diversity has driven Google’s partnership with the Sydney Gay and Lesbian Mardi Gras and their participation in one of Sydney’s most loved festivals over the past 2 years. With the event not being televised live we wanted to utilise the Google+ hangout product to connect people from around the globe to the event. We took Google’s sponsorship beyond the parade through a live streaming Google+ hangout. Webcams and mobile phones were positioned on the float and in the crowd and Google+ followers from around the globe enjoyed a unique viewpoint to the celebration via the hangout never seen before.