Every day, @London_Pride set up a new live Periscope for prospective pint-winners to watch. It used geo-targeting to reach Londoners, and weather targeting to make sure that it promoted the Periscope whenever the heavens opened — increasing its audience when the giveaway was on.
By featuring weather forecast videos from the beloved Michael Fish in its Twitter campaign, @London_Pride reinforced its own image as old-school, beloved, and quintessentially British, but also with a large dose of humour and up-to-date sensibilities.
When it didn’t actually rain as much as expected in February, @London_Pride adapted its campaign by creating new videos in which Michael Fish offered extra chances to claim a free pint. Here’s the mighty weatherman using his powers to “make it rain”.
#WhenItRainsItPours was a great success for London Pride in a traditionally quiet period. Through a combination of hilariously tongue-in-cheek video content, and sophisticated weather-triggered media targeting, we brought a smile to the faces of Londoners when the weather was at its wettest.