On the night of September 12, Diet Coke incorporated social media into its 1940s Hollywood-themed Toronto International Film Festival gala, where the brand launched its new “Stay Extraordinary” campaign, directed at consumers ages 19 to 24. Tweets with the hashtag #DietCokeTIFF were projected onto a wall of the Hoxton. Guests could also get their photo taken and upload it instantly to Twitter or Facebook using a large, touch-screen computer.
“The idea was to create an atmosphere that would be fun and engaging by bringing social media to life,” said Mosaic senior account manager Ashleigh Millar, who worked with Diet Coke to produce the event. “Since a large portion of the guests won tickets through Twitter, we wanted to enable them to share the experience in real time.”
About 500 people attended the invite-only event, while about 200 pairs of tickets were given away through contests on Twitter and Facebook. On Twitter, hashtags #DietCokeTIFF and #Estelle (the singer performed at the gala) were trending in Toronto the night of the 12th.