The idea
In celebration of The Umbrella Academy premiering on February 15th, Time Out New York partnered with Netflix to source one alternative, comic book-loving couple to say "I do" under a massive black umbrella in Bryant Park, NYC.
Campaign execution
To promote Umbrella Academy's upcoming launch, Time Out created a custom #UmbrellaWedding contest to source the lucky couple who would get married under the black umbrella in Bryant Park and win a deluxe prize package to make their wedding day as magical as possible.
#UmbrellaWedding Program Elements:
- Custom contest with digital landing page
- Social campaign featuring influencer posts
- Digital campaign
- Email promotion
- Custom doughnuts to promote the doughnut shop in the show
- Live event coverage of the wedding on Time Out's Instagram
- Deluxe prize package including:
- 5-star hotel accommodations
- Wedding day wardrobe
- Hair/makeup styling session
- Wedding night dinner, entertainment, and private limo for transportation
