With the momentous passing of the same-sex marriage bill only a few months prior, Sydney’s annual Mardi Gras festival had extra significance in 2018. So what better way to show Netflix’s support than to publicise one of the country’s first-ever LGBT weddings - by crashing it?
And who better to lead the stunt than Netflix’s LGBT talent themselves? The streaming service has broken ground in the entertainment industry by casting lead LGBT characters in some of their most popular Original shows, and we knew that if Netflix was going to have a credible voice on this occasion, our LGBT stars were the ones to provide it.
So, after reaching out to talent, wedding specialists, venues, friends and just about anyone we could think of, we found our about-to-be-happily-married couple Tegan and Louise. We released a teaser video featuring talent from Orange Is The New Black - the couple’s favourite show - announcing they were on their way to Sydney for the Netflix float at the Mardi Gras parade.
Guess who's coming to Mardi Gras! pic.twitter.com/CFzFk2B0vL
— Netflix ANZ (@NetflixANZ) February 23, 2018
So as not to spoil the surprise, we didn’t announce the nuptials until after this was created:
The fairytale was a global success. Our film received an overwhelmingly positive response and high levels of engagement across all of Netflix's social channels. The video reached over 1.2 million people and was watched over 750k times.
Additionally, the story received blanket media coverage in an already heavily-saturated Mardi Gras news week. With over 250 pieces of coverage including Entertainment Weekly, E! News, Daily Mail and Pedestrian, we helped make Netflix the most talked about brand at Mardi Gras in its first year on the scene.