Tribeca Film Festival: Billboard

To celebrate the sponsorship of one of the most important gatherings of independent filmmakers and fans in the world, Diet Coke launched an innovative, non-traditional campaign throughout Tribeca to the movie-loving people of New York. Out-of-home billboards were crafted by Wieden + Kennedy, Portland in the language of film—in this case, the screenplay. Posters and wild postings instructed people to tweet the hashtag #ThePosterMadeMeDoIt and an ad in TimeOut NY told people to tweet #TheAdMadeMeDoIt. Anyone who used the hashtag in a tweet was informed of the nearby location of a Diet Coke sampling truck to seek rewards. And for fans not in town for the festival, we brought it to the rest of the country on TribecaFilm.com where fans could hit the Shift and X keys when on the site to unlock a series of exclusive short films not premiering at the festival.