Grindr — Pride Bus Tour 2025

For Pride 2025, Grindr set out to create a highly visible, community-driven activation that celebrated queer joy while connecting directly with LGBTQIA+ communities across New York City.

The objective was to go beyond static Pride placements and instead create a mobile, energetic experience that felt accessible, celebratory, and unmistakably rooted in queer culture—meeting people where Pride was already happening.

The Approach

DWTN Creative Agency supported the Pride Bus Tour with a focus on on-the-ground execution, community interaction, and cultural awareness.

Our approach centered on:

• Creating an affirming, welcoming environment for Pride attendees

• Supporting seamless engagement as the activation moved throughout the city

• Ensuring brand presence felt celebratory, respectful, and community-forward

• Helping facilitate real-time interactions that felt organic rather than transactional

By leaning into Pride’s energy and spontaneity, the activation became a moving touchpoint for connection, visibility, and shared celebration.

Community Impact

The Pride Bus Tour created moments of:

• Joyful, real-time engagement with thousands of Pride attendees

• Increased visibility for Grindr within LGBTQIA+ spaces throughout the city

• Community-first interactions rooted in fun, inclusion, and authenticity

Rather than a one-location activation, the bus format allowed the brand to travel with the community, reinforcing Grindr’s presence as part of the Pride experience itself.

The Outcome

• High-volume engagement across multiple Pride touchpoints

• Strong social content capture and organic amplification

• Positive community response driven by accessibility and energy

• Reinforced cultural relevance during one of the most important moments on the LGBTQIA+ calendar

The Pride Bus Tour demonstrated the power of experiential marketing that is mobile, human, and embedded within community movement.

Why It Mattered

Pride is not confined to a single venue or moment—it’s lived across streets, neighborhoods, and shared experiences. Working with Grindr on the Pride Bus Tour showed how brands can participate in Pride with the community, not just alongside it.

For DWTN CREATIVE, this project underscored the importance of meeting people where they are—literally and culturally—and creating experiences that feel joyful, inclusive, and genuinely connected.