American Express a sponsor of the Tribeca Film Festival since the event’s inception in 2002 has added a few new wrinkles to its sponsorship: a new online film competition for budding filmmakers and new activities at the festival’s family-themed street fair.
The 15 Second Clips Competition invited participants to submit video shorts at Amex’s mylifemycard.com site; the competition challenges entrants to answer the questions featured in the “My Life. My Card.” TV campaign. (Judges include Martin Scorsese and M. Night Shyamalan who both have appeared in recent Amex ads.) The winner will receive $15 000 and be flown to New York City for the festival’s closing ceremonies Saturday.
“The online clips competition is a natural extension of our brand campaign and our support of the Tribeca Film Festival ” Rich Lehrfeld vp-sponsorship marketing for American Express told Buzz. “It encourages people to tell their stories and it extends the presence of the Tribeca Film Festival online and to new audiences.”
At the Family Festival Amex is sponsoring the House of Stars kids can walk past fake paparazzi on the red carpet and pose for a photo at the end. The brand is also sponsoring Star Struck another kid-friendly exhibit that includes storytelling and performances by acts that include hula-hoop artist Miss Saturn. The festival kicked off Tuesday. Agency: Momentum Worldwide New York City.