Toyota Canada has signed on as the first sponsor for YouTube FanFest in Toronto.

The car co will be activating primarily with vehicle displays at the event, with select creators arriving to the red carpet in Toyota vehicles. This will be the second year for FanFest in Toronto; last year’s inaugural event drew three times as many fans as similar executions in Asia, Australia and India, with 15,000 people packing Yonge-Dundas Square.

Fab Dolan, head of marketing for YouTube in Canada, said the success of last year’s inaugural event even surprised the streamer’s internal team, which decided to move the 2016 event to the Molson Canadian Amphitheatre.

This year’s YouTube FanFest will be hosted by Lauren Toyota, former MuchMusic VJ and current co-host of YouTube channel Hot for Food. She will be joined by creators including Lilly Singh, AsapSCIENCE, WHZGUD2 and Mike Tompkins. In all the creators coming to the event have a combined reach of over 34 million subscribers, according to a release.

The 2016 YouTube FanFest is also expanding beyond the concert-like event on Aug. 13, to include creator meetups with fans, as well as creator education sessions at the newly opened YouTube Space Toronto.

Promotion for this year’s event is also extending beyond PR and the creators spreading the word. Dolan says OOH and digital ads will be advertising YouTube FanFest to drive people to buy tickets. All profits from the event go back to the creators, he adds.

Image: Shutterstock