#TIFF13: A Social Media Recap

The 2013 Toronto International Film Festival has come to an end. It’s a bittersweet time knowing the work is done after a whirlwind 11 days plus the weeks leading up to Festival but also a relief knowing it’s over for another year.

This year was our strongest yet, with record attendance, and most number of tweets using the official Festival hashtag #TIFF13. We’ve been keeping track since the 2012 Festival ended last year, since then there have been over 220,000 tweets with #TIFF13. We deliberately promoted the hashtag everywhere we could, including in cinema, on marketing materials, across all of our social media channels and in press releases. Everyone from Zac Efron to InStyle magazine were using the hashtag and our Twitter handle (@TIFF_NET).

Zac Efron Tweet

Instyle article featuring the #TIFF13 hashtag

If you want to learn more about who tweeted during Festival, read this article on Canada.com and this study done by MediaMiser.

We knew video was going to play a major part in the overall Festival experience, so we created a unique series of Vine videos to specifically capture some of those exciting moments.

We hosted a Reddit AMA pre-Festival with our programmers, which is essentially a Q & A session where people can ask anything. View the full AMA here.

On the day of the talent announcement, we created and linked to a Pinterest board to accompany the press release that was going out to the media.

Talent Pinterest Board

Lastly, we created a bingo card with fun items to photograph during the Festival. We encouraged guests to tag their Instagram photos with #TIFF13Bingo.

Instagram Bingo

The bingo card that was used to play Instagram Bingo with during #TIFF13.


Jimmy Fallon’s Hashtag Segment

The other day my sister and I were watching Late Night with Jimmy Fallon when his hashtag segment came on.

On Twitter Jimmy asked his viewing audience to use the hashtag #worstjobieverhad so he could compile the best tweets to read on his show. I can honestly say, I haven’t laughed out loud that much in a long time.

Late Night with Jimmy Fallon – Hashtags (9/29/10) – Video – NBC.com.

Celebrities and Twitter: Don’t Do It Just Because You Think You Have To





















I was hesitant to add celebrities as Twitter friends. After all, I don’t know these people, I am merely just a fan of their work. When you have over 100,000 friends on Twitter, it’s impossible to connect with everyone individually and there is still a sense of anonymity on the part of celebs. It’s not like they are going to share their Friday night plans, or suggest to meet up at a bar, unless you are LeVar Burton.


Instead they use Twitter as a tool to reach out and engage in conversation with fans, which gets us one step closer to them. So maybe they won’t be revealing their real personality in their tweets, if it is really them twittering and not their publicist but at least they recognize their fans appreciate receiving up-to-the-minute information from their idols.


I decided to only add the celebs who are actually interested in Twittering, like Jimmy Fallon. He embraced Twitter from day one. Although, if you are Russell Brand or someone who can make me laugh, I wouldn’t mind being sent a funny comment, link or knowing when you’re releasing new material.


So for those celebs who haven’t embraced the social tool and don’t really care for it, I would suggest not to cave into the peer pressure. Just because all your other friends are doing it, doesn’t mean you have to do it too. I wouldn’t be interested in hearing what your publicist has to say on your behalf.