To promote the new Aaron Paul-starring film Need For Speed, the film’s distributor, Disney, teamed up Simon Pure Marketing to issue parking tickets to potential movie-goers.

Thousands of realistic looking tickets were distributed between Friday March 7 and Sunday March 9 in Toronto, Montreal, Vancouver, Calgary, Edmonton and Ottawa. Tickets were designed specifically to match the actual parking tickets in each city they were distributed, and were placed on the windshields of cars parked near movie theatres, sporting events and nightlife destinations, leading drivers to think they’d actually be ticketed. Upon closer inspection, the ticket asks drivers to take a picture and post it to Twitter or Instagram with the hashtag #NFSticket for a chance to win advanced screening passes and other prizes.

Greg Mason, VP, marketing, Walt Disney Studios Motions Pictures Canada, tells MiC the Canadian-exclusive promotion was designed to reach male car enthusiasts, while the film is primarily targeted at 18- to 34-year-olds, skewing male.

The broader marketing campaign for Need For Speed also includes OOH, broadcast, digital, in-theatre initiatives and publicity.

The film, opening today, was produced by DreamWorks Pictures and is being distributed in Canada by Disney.

Images courtesy of Walt Disney Studios Motion Pictures Canada.