Elevating Ford’s sponsorship of the Toronto International Film Festival.
As the official automotive sponsor of TIFF, Ford supplied vehicles for all celebrities visiting Roy Thomson Hall for premier screenings during the festival – making Ford Explorers the vehicle of choice for the red carpet. The brand then maximized the sponsorship with social presence, loads of photos of celebs getting out of its vehicles and a roving Ford reporter who interviewed the celebrities on the red carpet. To build daily anticipation, Ford created the #whosintheford hashtag and asked people to guess who they thought would be the getting out of the Explorer that day. The activation featured a professional camera boom rig, an Oculus Rift 360° video experience and a real-life film director. Finally, during the ten day festival, TIFF ticket-holders could utilize the “Catch a Ford Hybrid” shuttle service to get ride to their theatre destination. In the cars, a professional Ford driver would inform them about the vehicle and Ford’s hybrid technologies.