Prime Video Pride Sponsorship

Context

• Authored and sold-in the business case internally for Prime Video's first-ever Pride campaign in Spain, timed with Madrid Pride, one of Europe's largest Pride events.
• Goal was to publicly evidence Prime Video's long-term commitment to the LGBTQ+ community, surface its LGBTQ+ titles, and lift brand perception with younger, diversity-conscious audiences (Gen Z in particular).
• Three real risks to navigate: accusations of 'rainbow-washing', over-indexing on Madrid at the expense of regional Spain, and ensuring the campaign fed into, not stood apart from, Prime Video's broader DEI strategy.

My role and scope

• Spain marketing lead, built the internal business case, secured the budget, designed the creative platform, negotiated the Madrid Pride sponsorship package, and coordinated the live and digital activation.
• Worked across Brand, Comms, PR, Content, Talent, and the internal LGBTQ+ employee community to keep the campaign credible end-to-end.
• Aligned title and content priorities with the Pride moment so paid, owned, and earned all pulled in the same direction.

Goal

• Establish Prime Video as a credible, year-round ally of the LGBTQ+ community in Spain, not a June-only sponsor.
• Lift brand perception and content discovery among LGBTQ+ audiences and Gen Z.
• Drive viewership of the LGBTQ+ titles already on the platform.

Strategy

• Anchor the campaign inside Prime Video's existing year-round Entra en Escena platform, so Pride was a chapter, not a standalone stunt, protecting the brand from rainbow-washing accusations.
• Negotiate a sponsorship package with Madrid Pride that included branded presence, a parade float, and a physical lounge, making participation visible, not just visual.
• Decentralise the storytelling: commission short films featuring local LGBTQ+ stories from smaller Spanish towns (Huelva, Barakaldo, Salou) so the campaign represented Spain, not just Madrid.
• Use a credible community voice (Dulceida, who had just launched a docu-series on Prime Video) as the spine of the influencer activation rather than renting allyship.

Execution

• Strong sponsorship presence: branded city activations, video spots on the main Madrid Pride stages, a 50m² interactive lounge, and a float in the Pride Parade.
• Three short films spotlighting LGBTQ+ stories from Huelva, Barakaldo, and Salou, released online during Pride week to bring regional voices into a Madrid-centric event.
• Live Twitch broadcast from the lounge: panel discussions on diversity in entertainment, plus a comedy showcase featuring up-and-coming LGBTQ+ comedians.
• Influencer activation led by Dulceida, content series, in-person event participation, and amplification across her social platforms, promoted into the official Madrid Pride agenda.

Results

• 1.1M+ impressions across online and in-person, with strong organic engagement on influencer and event content.
• Short films reached 500,000 views during Pride week.
• +25% lift in Prime Video's brand perception among LGBTQ+ audiences and Gen Z; 82% of post-campaign respondents said they saw Prime Video as an authentic supporter of diversity and inclusion.
• +15% increase in viewership of Prime Video's LGBTQ+ catalogue titles during the campaign window.