How Companies Are Activating at the Toronto International Film Festival
The Toronto International Film Festival is one of the world's largest publicly attended film festivals. With celebrities, producers and the mass public all coming to Toronto for the event, each year opportunity arises for corporate partners to reach an attractive target audience by activating at the ten day festival. Here's a breakdown of some of the cool activations that we noticed.
Moet & Chandon
Moet started TIFF off with a bang from September 8th to 11th through the opening of Maison Moet hosted at La Maquette. There was even a branded Moet bathtub allowing a visitors a fun photo opportunity. Yes, there was also lots of Champagne.
The telecom giant had a large set-up on King Street to showcase virtual reality technology and people seemed to love it. With the festival's focus on promoting virtual reality and it's impact on film this year - it only seemed natural that this long-time TIFF partner put some marketing dollars towards showcasing virtual and augmented reality.
Holt Renfrew set up an area inside the Campbell House ("aka Mongrel House" during TIFF) which allowed for visitors to get a chance to win gift cards ranging from $25 to $500 through their arcade style set-up. The lineups for a chance to win were let's just say..... long.
Also found inside Mongrel House, Aero set-up a photo activation to allow visitors to "Feel The Bubbles". Company brand ambassadors shared samples of new Aero chocolate bars including the Milk Truffle and Vanilla Truffle while providing details on various visitor-focused contests.
Vega Shake Up
Everybody's favourite plant-based nutrition products company worked with GMR Marketing to deliver a very British Columbia style pre-party. The company invited social media influencers, athletes and members of the public to join them at The Addisons Residence for a 6:30am yoga session hosted by famed Youtuber Lauren Toyota. The session even ended with Rich Aucoin playing a set to the small crowd and having a confetti drop...... now that's how you start a morning.
The Casper Disco Nap
The mattress company allowed fans to take a break from their long movie-watching day and relax for 15 minutes on King Street on one of their beds. During TIFF, not everyone in the city gets a chance to rest, so an opportunity to power nap on King Street doesn't sound like a bad idea.