Four years marching with AARP at the biggest LGBTQ+ event in New York
Alerta produced and managed AARP's full Pride March activation for four consecutive years, growing the campaign in scale and ambition each time. We handled everything from original creative concept and character illustration to full event production, media buying, geofencing,...
The Challenge
AARP needed to show up at NYC Pride not just as a presence but as a genuine, welcomed part of the community. The goal was to invite multicultural LGBTQ+ supporters to connect with AARP New York and understand its commitment to this community at the world’s largest LGBTQ+ event, where attention is competitive and authenticity is everything.
The Solution
Alerta produced and managed AARP's full Pride March activation for four consecutive years, growing the campaign in scale and ambition each time. We handled everything from original creative concept and character illustration to full event production, media buying, geofencing, and organic and paid social. Year one included a branded truck with a screen, branded fans, and wristbands. Year two scaled to a double-decker bus with fans and wristbands. Years three and four saw the deployment of a fleet of 15 branded pedicabs, along with wristbands and posters, turning AARP into one of the most visible and energetic presences on the parade route.
RESULTS BY YEAR
2022 — Year One
Activation: Branded truck with screen, fans, wristbands. Campaign: Geofencing launch year. Notable: First year establishing AARP's presence at NYC Pride
2023 — Year Two
Activation: Double-decker bus, fans, wristbands. Geofencing: 2,869,879 impressions · 14,474 clicks · 0.50% CTR
QR engagement: 918 scanned QR codes · 681 opt-in emails collected. Spectators: 2 million. Engagement strategy: QR codes placed on giveaway items for a chance to win a $500 gift card.
2024 — Year Three
Activation: 15 branded pedicabs, wristbands, posters. Geofencing: 3,345,668 impressions · 45,371 clicks · 2.62% CTR
QR engagement: 1,212 scanned QR codes · 621 sweepstakes entries. Spectators: 2.5 million. Engagement strategy: QR codes on giveaway items for a chance to win a $500 gift card.
2025 — Year Four
Activation: 15 branded pedicabs, wristbands, posters. Organic social reach: 2,100.Video views: 2,800.Engagement: 145.Note: Full campaign data pending — to be updated
Campaign Content
Static Content · Social & Print
How We Did It
Original creative and character design
We developed original illustrated characters and bilingual copy that felt celebratory, inclusive, and true to the spirit of Pride, not corporate, not generic, not borrowed from existing AARP assets.
Full event activation
From branded vehicles to giveaway items, we managed the full physical presence at the parade each year, coordinating production, logistics, and on-site execution so AARP could focus on the community.
Geofencing and paid media
We launched geofencing and programmatic campaigns targeting Pride attendees in real time, extending the physical activation’s reach into digital channels and driving measurable opt-ins and QR scans.
Four years of growth
Each year, we built on the previous one, scaling from a single truck to a double-decker bus to a fleet of 15 pedicabs. By 2024, we were generating 3.3 million geofencing impressions and a 2.62% CTR, proof that the strategy was finding exactly the right audience at the right moment.
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