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BMW of North America Celebrates Pride Month with “Driven By Pride” Campaign

  • Special broadcast event by NYC Pride allowed viewers to tune in safely from place and featured five custom-wrapped BMW 8 Series Convertibles traveling a ceremonial parade route. The broadcast event also included notable event grand marshals, musical performances and a fifth BMW 8 Series Convertible specially wrapped to honor frontline workers of the COVID crisis.
  • BMW supported The Trevor Project’s “Pride Everywhere” campaign, connecting LGBTQ youth virtually and championing togetherness.
  • BMW’s digital communications featured Driven By Pride content and a special “PRIDE” BMW roundel logo.

Woodcliff Lake, NJ – June 29, … BMW of North America launched a new campaign in celebration of Pride Month and the LGBTQIA+ community, entitled “Driven By Pride.” The campaign featured various activations, including BMW’s participation in a special broadcast event by NYC Pride, support of The Trevor Project’s “Pride Everywhere” campaign, and communications across BMW’s digital channels.

NYC Pride hosted a s

BMW celebrates Pride month with car demonstrate broadcast, musical performances

BMW celebrates Pride month with a virtual broadcast of its five custom-wrapped BMW 8 Series Convertibles, which will feature blended rainbow colors. 

BMW partnered with NYC Pride to deliver its "Driven By Pride" campaign in celebration of the month honoring the LGBTQ community. The broadcast is available on BMW's Facebook page and Instagram story. Viewers can also observe the broadcast on ABC. 

Along with the car show, the event includes live musical performances from Janelle Monae, Billy Porter, Deborah Cox and Luisa Sonza. In addition, the broadcast features grand marshals from the LGBTQIA+ community, including Dan Levy of Schitt’s Creek. 

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BMW will also change its traditional logo, replacing the BMW letters with PRIDE and filling the updated rou

In a notable switch from recent years, a number of blue-chip corporations and sports organizations are quietly scaling back their public-facing back for LGBTQ+ Pride Month in

About 39 percent of corporate executives state their companies are reducing public Pride efforts this year, according to a recent survey from Gravity Research. That includes less frequent use of rainbow-themed logos, fewer social media posts and scaled-back sponsorships of Pride events.

The Context

The change comes as brands grapple with political pressure and the fallout from past controversies, including 's high-profile backlash against Bud Delicate and Target for LGBTQ-inclusive campaigns.

This pivot coincides with the Trump administration's scrutiny over both federal and private sector DEI programs. Multiple federal agencies, including the Equal Employment Opportunity Commission (EEOC) and the Department of Justice (DOJ), have reportedly threatened investigations into corporate diversity practices.

What To Know

The muted corporate response this year marks a crack from recent traditions. BMW, for examp

Case study: BMW

WorldPride

During the WorldPride in New York, there was an extensive program. BMW launched the #GoWithPride campaign: the programming included the creation of a custom wrapped BMW 8 Series, together with Jonathan Adler, who shared his journey to the WorldPride NYC Parade in the BMW 8 Series Convertible on BMWUSA’s Instagram page.

Also, there was a partnership with CNN, the “QUEER CITY: A CNN Experience”, a multimedia museum experience, which explored the real stories of people behind landmark moment in Unused York City’s queer history. At the location, BMW put up a photo booth, where visitors could take a picture expressing what Pride meant to them. These then became part of an exhibit wall thus including attendees into the festivities.

A fleet of #GoWithPride wrapped BMW 8 Series Convertibles carried the WorldPride Parade’s grand marshals. BMW partnered with GLAAD, outside of their NYC headquarters leading up to the weekend’s events. The company made a donation to GLAAD and provided food, beverages and giveaways, while a fleet of BMW X7 Spo