MTV and the Ford Fiesta have partnered on a new multimedia docuseries that sends artists on 24-hour road trips to get footage, images and feedback on #IN24.

Canadian artists Down With Webster, Classified, Shad, Hey Ocean!, Keys N Krates, and the first road-tripper and singer Kay (in the video above) will all take part in this series, each choosing an adventure or destination to take with the Ford Fiesta. MTV will then release one artist’s video each week for six weeks as well as the branded site, which results in a graphic collage of photos, tweets, videos and map information.

The media is also then sent out socially by MTV, Ford and each artist using the #IN24 hash tag, and the site encourages fans to plan their own Ford Fiesta adventure by offering weekly prizes.

The branding campaign, which benefits both MTV, the artist and Ford, is produced by Bell Media, with Ford’s media agency Mindshare, Free Agency and MTV’s digital department.

Read more about it at Mediacaster Magazine.

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