Harnessing Star Power to Promote Visa Checkout
Visa was looking for a way to share its most innovative technology at one of the most exciting events in Canada’s largest city. We knew we couldn’t steal media attention away from the films or celebrities at TIFF, so we decided to harness star power to create buzz for the Visa brand instead. Celebrities and top-tier reporters were invited to check out the Visa Connected Car installation and share their experiences on social media, which would encourage their audiences to learn more and visit the activation themselves. The end result was feature stories in three of the largest publications in the country, 4.5 million online and print publication impressions, and more than 18 million social media impressions.