The Timberland Company returned as the Official Footwear and Outerwear Sponsor of one of the the 2011 Sundance Film Festival. For the third consecutive year, Timberland will be on-hand to provide attendees protection against the outdoor elements throughout the Festival, which takes place in Park City, Salt Lake City, Ogden, and Sundance, Utah from January 20 – 30.
As part of its sponsorship, Timberland will supply more than 320 filmmakers and programmers with exclusive co-branded “Filmmaker Jackets” and premium winter boots from the Timberland Earthkeepers and outdoor performance lines.
Another 2,200 pairs of rugged winter gloves from Timberland will be distributed to Festival volunteers and staff.
The company will also have The Timberland Retreat, a consumer-facing booth located at the Festival Co-op, 625 Main Street (opposite Sundance House Presented by HP, at the Kimball Art Center). The Timberland Retreat – open daily from 10 a.m. to 6 p.m., from Friday, January 21 until Saturday, January 29 – will showcase rugged and stylish outdoor footwear and apparel offerings, including its 2011 offerings. Consumers who stop by The Timberland Retreat will have the chance to participate in daily giveaways, which will include organic cotton tote bags, stainless-steel tumblers, sunglasses, ear warmers, hats, scarves, and multiple $150 gift cards.
“In the heart of the rugged Wasatch Mountains, Park City is a diamond-in-the-rough, with a unique spirit and style that sets it apart from its Rocky Mountain sister communities,” said Maile Buker, Senior Director of Marketing for Timberland North America – and former Park City resident. “Timberland celebrates the independence that Park City and the Sundance Film Festival both share. We look forward to bringing our own unique sense of outdoor spirit and style to keep locals, visitors and filmmakers protected, comfortable and looking great, this winter and all year long.”
In addition, dozens of Timberland-branded recycling bins will be located throughout the Festival site. Timberland is also partnering in the Festival's green efforts, providing assistance for hauling and recycling in Park City.
In November and December 2010, in addition to national in-store promotions, Timberland hosted a photo-submission sweepstakes through its Facebook page to win a trip to the 2011 Sundance Film Festival. The winner – Ethan Ingle of Houston, TX – is receiving round-trip flights and lodging for five nights, Timberland Earthkeepers gear, $1,000 spending money, a Flip camera to document his Sundance Film Festival experiences, screening tickets to eight films, and ski lift tickets to Park City Mountain Resort.
Finally, Timberland will leverage its online and social media channels to bring the 2011 Sundance Film Festival to a broader worldwide audience. Using frequent Facebook updates and on-site Tweets, Timberland will share Festival goings-on and invite consumers to participate from wherever they are. Select trailers from top films competing at the Festival will be screened, inviting consumers to vote for their favorites.
All of Timberland's activity – including video content, pictures and discussions with filmmakers and consumers – will be aggregated and featured at the Timberland / 2011 Sundance Film Festival page, www.timberlandsff.com. Daily posts will begin on Thursday, January 20 and will also be featured on the brand's Facebook and Twitter properties in the U.S. and Europe.
Timberland will also be working with acclaimed photographer and blogger William Yan (www.williamyan.com), to capture “Man [and Woman] on the Street” activities in photographic form. Yan will be in Park City from Thursday, January 20 until Monday, January 24 and will be posting photos on his website as well at on Timberland's social media properties.
