FX "Has The Movies" At Sundance
PARK CITY, UTAH
To promote the "FX Has the Movies" initiative and showcase the cable network’s feature film library at Sundance, the most prestigious U.S. Film Festival, amongst a discerning audience in unforgiving weather.
InCharge activated its transportation network in Park City, Utah to take over the taxi services at Sundance. Providing a fleet of fully branded taxi vans with iPads offering fully immersive, branded experiences. The vans were staffed by a fully trained and managed 35-member team interacting with all attendees on the street and engaging Sundance filmgoers. They handed out thousands of much needed touch screen ready gloves and refreshing treats while engaging with the attendees to bring attention to FX’s programming. The vans offered free rides to all attendess and featured FX related movie trivia games and prize giveaways to enahnce the overall experience for passengers.
By bringing a fun and interactive VIP experience to the average Sundance attendee, FX was able to bring attention to their initiative and enhance their relationship with participants. The full service activation for "FX Has The Movies" at Sundance resulted in the ignition of grassroots interest and over 400,000 OOH impressions. Nearly all attendees polled were aware of the available FX branded transportation experience and all had favorable impressions of FX's participation at the festival. The program suggested the image of sponsorship through sponsorship level presence; without spending sponsorship dollars.