Google Android ‘#ANDPROUD’

We empowered people to feel #andproud for the London Pride event

Our brief from Google was to get influencers to use android technology to show their support for Pride, without an official sponsorship.

The Android character is a well known, recognisable icon and one that we knew we could use as a device to cut through with influencers, drawing them into the campaign with a smile and then using them to spread the brand’s ‘be together not the same’ message.

First, a gay Pride wardrobe was created on the brand platform, androidify.com. Then we invited tiers of influencers to ‘androidify’ themselves and create a personalised Pride android character to share with their social communities. This included celebrities like TOWIE star Bobby Norris and TV’s Dr. Christian as well as popular social influencers like Alfie Deyes and Pixiwoo and media outlets like Elle and Gay Times.

To generate further momentum, social media influencers were asked to take part in the innovative #andproud virtual parade, into which we recruited institutions like the London Fire Brigade and the V&A, alongside other household names like Ben Cohen.

The campaign went global, with over 150,000 Pride androids from 200 countries taking part in the virtual parade on giant digital screens during pride in London, San Francisco and New York.

73

social influencer posts

OTS of over

11 million

55,000

interactions across Instagram, Twitter and Facebook