Defiantly Different with T-Mobile

August 15, 2018

Have you ever considered asking yourself what it is that makes you or the company you work for different? If you’re still searching for an answer, you just may find it during the annual LGBTQ Pride week in New York City.

On the brink of celebrating WorldPride, the 50th anniversary of the Stonewall uprising, our proud sponsor T-Mobile, challenged M2W this year with creating a f​​un activation at Pride Island with the goal of positioning the worldwide mobile carrier as a proud supporter of the community.


Despite a five-week hard deadline and a finite budget, we were tasked with connecting with the LGBTQ community while providing an experience that focused on encouraging individual self-expression. Embodying boldness and key words like “awareness”, “diversity” and “inclusion”, our concept was clear and the official NYCPride theme was adopted to invite our guests to make themselves "Defiantly Different".


The M2W experiential team arranged onsite tactics like a mirror selfie stations and fantasy face paint and top-notch balloon artists at multiple events throughout the week. We designed and fabricated a giant ball pit with 20,000 rainbow and magenta balls at the Pride Island Concert. We designed and created two 6' tall illuminated T-Mobile signs and our team gave away thousands of fun and cool promotional items including light up magenta wristbands that provided a fun atmosphere in the concert crowd.


With a little social media magic at Pride Island, the hashtag #Unlimitedpride created analytics of over 2,481 photos, 3,515 shares and reached over 7,364,000 people.