By becoming the “Official Mobility Provider of Miami Beach Pride,” AT&T set out to showcase their support for the LGBTQ+ community through experiences and content that reflect the importance of Pride as a place where connecting changes everything.
The centerpiece of the partnership was a documentary film which followed six inspiring individuals and their meaningful connections to Miami Beach Pride as well as clips of headlining performances by the likes of Wrabel and Todrick Hall. At Miami Beach Pride and through the film, AT&T encouraged festival goers and allies across the country to make a qualifying purchase at AT&T against which AT&T would make a $500 donation to The Trevor Project (up to $500,000). AT&T used the film to launch a new campaign anthem, Turn Up the Love by musical artist, Wrabel. What is more, through experiences on the ground, like exclusive meet and greets, and content distributed by talent partners on social; the goal was to inspire consumers, elevate brand perception, and drive consideration and retention.
By participating in the country’s first major Pride event of 2023, AT&T was able to showcase their long-standing support for the LGBTQ+ community before Pride Month, when other major brands saturate the market with messages and offerings. “Connecting to Pride,” the bespoke documentary directed and produced by members of the LGBTQ+ community, allowed audiences to see diverse and intergenerational stories that they could recognize their own journeys within. The creative team researched and interviewed Miami-based LGBTQ+ community members who began participating in the documentary weeks before Pride. AT&T gifted the film’s subjects new phones to document their experiences throughout the filming process and whilst attending Miami Beach Pride events. The result was a showcase of remarkable LBGTQ+ stories and the weekend’s events so audiences could experience Miami Beach Pride, without actually being there.
According to internal studies, LGBTQ+ consumers are 25% more likely to notice, consider, and purchase a product from a brand that supports DE&I than their cis-straight counterparts. With this in mind, the strategy became to:
No project ever goes on without a hitch. Some of the challenges the project faced included the political and cultural climate around the country as it relates to anti-LGBTQ legislation, specifically in Florida where the event was held. This meant that many hours were spent discussing potential backlash, there were extra editing hours ensuring the final cut was above reproach, without any moments that could be taken out of context and damage the reputation of the event, the documentary subjects, or the brand. Overall, AT&T was determined to stand by the event, the particpants and their stories.
The 50-minute documentary “Connecting to Pride” was posted on @miamibeachpride Instagram account. It generated 5.7M impressions, 106K video plays, and 326K engagements. ​Through paid media the documentary saw an additional 7.3M video plays, delivering a 52.42% VVR, which is 29% above AT&T’s video view rate (VVR) benchmark. The project was a success thanks to the vulnerability, honesty, and relatability of the participants – which allowed the content to be captivating and shared organically.
