During the Festival, we placed self-aware billboards around NYC in the form of scripts.
Some of the scripts were embedded with a phone number.
Texting that number led New Yorkers to a special truck, where they could get a cold Diet Coke and a little taste of the red carpet experience.
On the Tribeca Film Festival site, we hid a few extra films that could be watched by fans in their entirety.
Finally, to secure our relationship with the world of film, we aired a spot during the Academy Awards.