MTV has teamed up with Ford to launch #IN24, a social documentary featuring six artists experiencing their Ford Fiesta in unique and personal ways, in a 24-hour window. The documentary is hosted at MTV.ca/in24, and produced in collaboration with six Canadian musical artists, each of the #IN24 journeys features a short video, photos, and social activity. One video will launch each week through Sept. 17, with singer-songwriter Kay’s escape to Niagara Falls, Canada now available at MTV.ca/in24.
The #IN24 website features a unique parallax design, an effect that uses multiple backgrounds which seem to move at different speeds to create a sensation of depth and an interesting browsing experience. The program is supported by a co-branded campaign on MTV, Much, and VEVO, and driven by a robust social strategy, including participating musical artists’ social media accounts, connected by the #IN24 hash tag. The campaign includes one of the first uses of Instagram video in a national, integrated, and branded content campaign.
“This partnership between MTV and Ford Fiesta gives viewers the opportunity to see these artists in a way you don’t normally see them,” said Dave Caporicci, Managing Director, Bell Media Brand Partnerships. “By experiencing it through the unique online and social content, it’s like you’re actually joining them on the ride”.
Additional artists will also be involved including Vancouver indie band Hey Ocean, electro Toronto trio Keys N’ Krates, Canadian hip-hop artist Shad, Toronto rap rockers Down with Webster, and Vancouver hip-hop / alternative artist SonReal.