Partnership campaign
Finding connections between clients leads to the brand sentiment lift of a lifetime, and a city-takeover during Prague Pride.
THE CHALLENGE
After international recording artist LP’s hit single “One Like You” took off with Milkshake’s creative launch, LP aimed for an even bigger impact with their next music video, "Dayglow."
At the same time, Vodafone, a global telecom leader, was looking to increase its visibility and deepen its connection with the LGBTQ+ community through a standout presence at Prague Pride.
What began as two separate creative goals quickly became a shared opportunity when Milkshake saw the perfect alignment. LP’s message of inclusivity and self-expression naturally connected with Vodafone's vision—so we proposed turning the "Dayglow" video shoot into a live, immersive experience, with Vodafone as the experiential partner.
Once we brought our idea to Vodafone and BMG Records stakeholders, we aligned on clear objectives:
Establish a shared mission of inclusivity, positioning LP and Vodafone as champions of diversity
Create a promotional campaign to drive audiences to Vodafone’s activation areas, helping Vodafone stand out in a crowded media landscape
Utilize Vodafone’s value propositions of 5G capability as symbol of connectivity, creating positive brand sentiment around Vodafon’e global Mission
Lift Milkshake’s initial creative concept for “Dayglow” into a once-in-a-lifetime experience that could result in ongoing, international news coverage for both parties
THE SOLUTION
Milkshake’s concept immersed festival-goers and the value of Vodafone’s 5G network directly into the story of LP’s "Dayglow." We crafted a narrative where LP was ‘searching for their someone’ across the live Prague Pride festival, using Vodafone capabilities and new-found friends as their guide.
To grab attention, we launched a week-long teaser campaign through Vodafone’s digital channels, building anticipation. We executed a two-day production at key sites across the entire city of Prague, capturing the live energy of 60,000+ Pride attendees.
The project culminated in a surprise headline performance by LP on the main Vodafone stage. Attendees were thrilled to learn they weren’t just watching a concert, but also becoming part of the official "Dayglow" music video.
Behind the scenes of this complex production, Milkshake coordinated a team of city liaisons to film over 20 hours of organic Vodafone content and on-the-street interviews.
And we didn’t stop there. During all this complex orchestration, Milkshake launched a parallel digital content stream to support the Czech Marriage Equality Act. By co-authoring the content from Vodafone's CEO, BMG Records Stakeholders, and LP themselves, we delivered a unified call to action that generated millions of shares and made its way to news stations around the globe.
crave-worthy
results
The partnership was a resounding success, cementing Vodafone’s standout presence at Prague Pride and allowing them to "take over" the city in a way that enriched the experience for festival-goers. Vodafone saw a significant boost in brand sentiment within the LGBTQ+ community, with an immediate, 20% surge in positive mentions across social media during the event.
The launch of "Dayglow" became one of the festival’s most iconic moments, leaving a lasting impact and generating content used for promotion in subsequent years.
For LP, the music video garnered 2.4 million views, with over 250k in just the first 48 hours. The unified call to action around marriage equality also went viral, resulting in millions of shares and gaining coverage across global news outlets.
2.4m
VIEWS
HERO VIDEO
4.3M
reach
SOCIAL MESSAGING
20%
INCREASE
BRAND SENTIMENT
22+
HOURS
ADDITIONAL BTS CONTENT
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