The 404 Day Parade
The ask
April 4 is Atlanta's holiday. The 404 is the area code, the identity, the shorthand, and for years the city marked its own day with nothing bigger than a hashtag.
Atlanta invented half of what American culture runs on and had never thrown itself a parade. So we did.
What we made
We turned 404 Day into a parade down Peachtree. Atlanta's own holiday, marked the way the city deserves, with a march through the heart of downtown.
Produced with The 404 Collective, the parade anchors 404 Day Weekend: floats, bands, walking crews, community orgs, and creators moving down the city's spine while the sidewalks fill in. Experiential marketing at city scale, with Atlanta itself as the venue.
What happened
The whole city came out. 3,000+ people walked Peachtree with us, and thousands more lined the street to watch. Floats, bands, creatives, founders, families, every corner of Atlanta in one place on one day. The 404 took over its own city and put on a show.
404 Day Weekend has put 100,000+ people in the streets since 2022 and driven $2.7M+ in economic impact. Recognized by the City of Atlanta, the State of Georgia, and the U.S. Congress.
- Platform
- 404 Day Weekend
- Produced with
- The 404 Collective
- Route
- Peachtree Street, downtown Atlanta
- Our role
- Production, partnerships, media
- Scale
- 100,000+ weekend participants since 2022