Tiqets x Museo Thyssen’s Madrid Pride Bus
Tiqets and Thyssen recruited Spanish artist and drag personality Hugáceo Crujiente, who has strong
following of 250k followers across his social channels to design their Pride parade bus.
Inspired by the Versiona Thyssen art competition, Hugáceo’s design featured reinterpreted artworks from the
Thyssen museum’s collection. We also hosted a competition to win a spot on the bus which featured live music,
free drinks, and a chance to rub shoulders with some of Madrid’s top LGBTQ+ artists and creators.
The Pride bus acted as a teaser for Museo Thyssen’s Pride edition of Versiona Thyssen, held a week later at the museum.
This event was hosted by Hugaceo and they showcased a video about the Tiqets x Thyssen Pride bus to the attendees.
Total Reach
THOUSAND
PARADE ATTENDANCE
MILLION
SOCIAL MEDIA IMPRESSIONS
MILLION
TOTAL PR REACH
CONTEST
PARTICIPANTS
PAGE VIEWS
(2 MONTH PERIOD)
PR Reach
We had excellent local PR coverage due to both Thyssen’s press conference and Hugaceo’s involvement.
We were voted as one of the best floats at the Madrid Pride 2022 by El Espanol. Museo Thyssen was very happy with the collaboration and took the lead in creative and influencer/PR strategy for the float, and did a stellar job.
We made it to TeleMadrid one of Madrid’s prominent news channels! The estimated reach was around 2M.
Social media impressions
We had excellent social reach mainly because of Hugaceo and all the posts, reels and behind-the-scenes footage he posted leading up to the day of the parade.We also got a call-out from one of Madrid’s biggest art influencer Benin who has a total of 357k followers on his page. He also posted a reel which mentioned the Tiqets x Thyssen collaboration.
This, along with Museo Thyssen’s following of 328K on Instagram, as well as the user generated content by artists and influencers on the bus drove an unprecedented amount of social media reach of 1.25M+
About the Pride edition of #VersionaThyssen
#VersionaThyssen is a unique art competition where you can submit your own version of famous masterpieces on Instagram with the hashtag #VersionaThyssen and by tagging @museothyssen. The winning submissions will be displayed alongside the original pieces in the Thyssen Bornemisza Madrid at the #VersionaThyssen event the following week.