Diageo, a global leader in beverage alcohol, tasked Match MG with showcasing Smirnoff, one of Diageo’s 200 award winning brands, in unique settings. Realizing Smirnoff’s commitment to the LGBTQ community, Match MG devised an event marketing strategy that included participation in Denver’s PrideFest 2019 parade.

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The issue was that to participate in a PrideFest parade, Smirnoff would need a mobile display unit, which Match MG would have to build. Match MG had three weeks to pull this off, but it had neither the workforce nor resources to construct a float in such a short time frame. Match MG turned to Harmonic Media for execution support, and Harmonic hit the ground running. 

 

Using only internal resources, Harmonic took care of the entire project from start to finish. Harmonic immediately got to work, designing a parade float that showcased Smirnoff’s limited-edition “Love Wins” bottle. They continued to oversee the project through Parade Day. Harmonic even handled non-traditional milestones like meeting with the City of Denver’s event planning committee, driving the float, and hiring a DJ to play music from the float.

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