Event Marketing Strategy – Pink Fiat Floats Through Amsterdam

With the increasing exposure and popularity of the LGBT rights movement, many brands have realized the potential opportunity to connect with a loyal fan base, while showing support and acceptance for the gay community.

One such brand is Fiat, who’s 500 model has been awarded “Gay Car of the Year” in 2008 and 2010.

Though these awards are impressive, Fiat started feeling like they may be losing touch with the LGBT community, and needed a more outrageous type of event marketing strategy. The company was very aware that the Fiat is popular among the gay community and they used that knowledge to their advantage.

To accomplish this, they drove a bright pink Fiat 500 right through the gay pride parade in Amsterdam. This creative activation by Fiat made waves… literally. Did we mention it was a floating parade that it took place in a canal? Fiat’s pink version of its car, branded with a bold #WeLovePink hashtag dashed through the canals drawing attention and excitement along with it.

Fiat floats down canal as part of an event marketing strategy

Video Transcription:

This is the Fiat 500, popular in the Netherlands, and even more popular in the gay scene!
But that’s been for awhile… Gay Car of the year 2008 and 2010
Time to revive our mutual love in front of 300,000 spectators at the annual gay pride canal parade
What… What … Canal parade? But that’s on water…


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