ELEVATING FORD’S SPONSORSHIP AT THE BIGGEST FILM FESTIVAL IN THE WORLD
As the official automotive sponsor of TIFF, Ford supplied vehicles for all celebrities arriving at their premier screenings during the festival. The brand then maximized the sponsorship with a 360° strategy including touchpoints in live engagements in-festival, outside of festival, online, and social media. To build daily anticipation, Ford created a Twitter contest asking people to guess which celebrity they thought would be the getting out of the Ford Explorer that day. Finally, TIFF ticket-holders got into a Ford Hybrid or EV for a personal escort to their theater of choice.