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Special Project

Special Project
From the 8th Annual Shorty Awards

The Rose Parade Social Media Campaign - The Los Angeles Tourism and Convention Board

Entered in Travel & Tourism


The Rose Parade is one of the most well-known parades in the entire world. How do we take this iconic parade to the next level? We give our followers the inside scoop by live-tweeting and Periscoping from our float, something that has never been done before. This was L.A.'s 118th consecutive year collaborating with the Pasadena Tournament of Roses Association, making it the longest running float entry in the event's history. We wanted to engage our audience in a new way by being the first to stream live video from a Rose Parade float.

Our objective was to create a unique Rose Parade experience by tweeting and sharing live video from the float. Our goal was to increase engagement and excitement around the Rose Parade and our float.

Strategy and Execution

Prior to Rose Parade day, we let our followers know that we were planning to live tweet and Periscope from the float. We worked with the Mayor's Office and Mayor Garcetti agreed to introduce our live stream from our Discover L.A. float. We also worked to gather fun facts for tweets during the Rose Parade and prepared to share on New Year's Day. Our goal was to maintain a live stream during the parade while sending out tweets and interesting facts about our float to increase engagement.


We were thrilled with our results! We live-tweeted throughout the duration of the Rose Parade, resulting in over 122,000 impressions. We noticed extremely high engagement during our live tweet and people were excited to see our exclusive Rose Parade content. On New Year's Day, our potential reach on our Twitter account was over 4 million.

Our live video also was a hit. We broadcasted two Periscopes resulting in both live viewers and replay viewers. We were able to Periscope during almost the entirety of the 5.5 -mile parade route. Viewers from all around the world were able to see a different view of the Rose Parade for the very first time - what the parade looks like from a float. During our live video, the comments were all positive with people expressing their excitement for the parade. We also gained around 2,000 followers on Periscope during and after our live stream at the Rose Parade.

Our very first Periscope and live tweet from a Rose Parade float was a massive success.


Entrant Company / Organization Name

Los Angeles Tourism and Convention Board


Entry Credits