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Volkswagen of Canada is kicking off its Toronto
International Film Festival partnership by rewarding pop culture fans who spot a VW on-screen.
The promotion is called Buzzcodes, named in honor of Volkswagen’s new electric
vehicle, the ID. Buzz. It was created by Type1, WPP’s bespoke agency for Volkswagen, which is the official automotive partner of the festival, one of the world’s largest publicly attended film
festivals.
Every single Volkswagen in a film or TV show from the past 70 years has a visible license plate number, which is now a promo code that could unlock VW swag and a
chance to win a VIP film festival opening night experience.
To play, consumers post the name of any movie or show with a VW in it, along with the license plate number from the VW
using the hashtag #Buzzcode to make sure @VWCanada sees the social post.
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The first person to find each code can unlock fun VW swag. Plus, everyone has a chance to win
a VIP TIFF Opening Night Experience, including a walk down the TIFF red carpet, two tickets to the festival premiere and entry to the star-studded after-party.
Leading up
to the festival Sept. 4-14, @VWCanada is posting custom license plates each week that serve as visual clues for movies and shows that have had VW cameos, along with hints like: “If you watch it,
this Volkswagen will come. The license plate number on the Microbus deep in the fields of this film could unlock some fun ID. Buzz swag…”
The campaign is running on
Instagram, Facebook, TikTok, Threads, and X until the end of August and is featured prominently at the TIFF Lightbox, with both digital boards and in-theatre ads that play before each movie.
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