Diet Coke is expanding its involvement with film festivals to support its two-year-old Stay Extraordinary brand campaign.

The brand has inked a new partnership with the April 18-29 Tribeca Film Festival presented by American Express, a tie that builds on the beverage’s long-time ad buy on the Academy Awards telecast.

“Diet Coke is sponsoring the Tribeca Film Festival to celebrate the extraordinary group of individuals who create films and the extraordinary group of millennials that attend the festival, as well as the role that Diet Coke plays in helping them stay extraordinary,” said Sunny Neely, Diet Coke brand manager.

The tie builds on Diet Coke’s sponsorship of the 2011 Toronto International Film Festival.

“Entertainment has always been a part of Diet Coke’s heritage. The film world is a natural fit with Stay Extraordinary because so many in the industry and the fans that enjoy their films are at the top of their game, like Diet Coke.”

The Tribeca sponsorship builds on an existing relationship between Diet Coke and the film festival, which pours the carbonated beverage at event functions.

“They wanted to dial up their presence and do something on a more granular level,” said Brandon Lowitz, the film festival’s senior vice president and co-head of sponsorship development.

Diet Coke is leveraging the film fest with an integrated marketing campaign around which it is offering hidden content on TribecaFilm.com. Consumers that hit “shift X” on the site can access exclusive screenings of short films.

“The festival receives more than 8,000 submissions every year, of which only a tiny fraction are shown. Diet Coke has worked with four directors to exclusively showcase their short films through Shift X,” said Neely.

Diet Coke—which bills itself as the Official Beverage of Behind the Scenes—is presenting one film a week over the four weeks leading up to the event. The brand is touting the content through its Twitter feed.

Further building on the stealth marketing campaign, Diet Coke has hidden five Silver Tickets within “Credit,” its latest TV ad. The brand posted a version of the TV spot on Youtube.com that includes invisible annotations to help consumers find the tickets. Diet Coke used its Twitter feed and other social media channels to offer clues on finding the annotations as well as instructions on how to complete the entry.

The Silver Tickets offer airfare, accommodations and a one-day pass to any festival screening.

Diet Coke also is activating the tie through local billboards, roving sampling campaigns and posters in AMC Cinemas, one of the festival’s host partners. The posters include the hashtag #ThePosterMadeMeDoIt; consumers that tweet the hashtag will be given the location of a Diet Coke sampling truck. 

Diet Coke also will sponsor the festival’s Women’s Filmmakers Brunch, around which it will distribute branded gift bags that will include a limited-edition four-pack of aluminum bottles created by fashion designer Diane Von Furstenburg.

Diet Coke will tweet live from the event “to give Diet Coke fans a peek behind the scenes,” added Neely.

Other New Tribeca Film Festival Sponsors
Sponsor Activation
Bombay Sapphire Bacardi U.S.A. Inc. gin is activating with a branded lounge and a tie-in to the screening of Marvel’s The Avengers, around which it is running a ticket sweeps on Facebook.
Built NY New York City-centric company is leveraging Tribeca with a limited-edition line of co-branded bags, totes and cases. The company is marketing the products to filmmakers and other influential members of the film industry.
Canon U.S.A. Camera manufacturer is using Tribeca to support Project Imagina8ion, a photography contest designed to inspire a film by Ron Howard. Canon also supports the program through a partnership with the Sundance Film Festival.
General Electric Focus Forward Focus Forward is using its new multiyear partnership to promote its collection of three-minute films directed by influential documentary filmmakers. The company also sponsors the International Documentary Film Festival Amsterdam, Sundance Film Festival and Germany’s Berlinale Talent Campus.
Hilton Worldwide Hilton inked a three-year partnership with the Tribeca Film Festival to promote its new Conrad New York hotel in lower Manhattan. The hotel will host film fest events and provide rooms for filmmakers and other industry personnel.
OppenheimerFunds Oppenheimer aligned with Tribeca to support its Globalize Your Thinking ad campaign. The mutual fund company is activating the tie with the film series Beyond the Screens: Globalize Your Thinking. It also will host customers and prospects at the fest.