SKYY Proposes a Toast to IFC
Vodka Brand to Sponsor Saturday-Night Programming, Be Integrated Into Original Content
-- Multichannel News, 4/19/2007 12:39:00 PM
SKYY Vodka entered into its first-ever on-air marketing partnership.
The company reached a deal to sponsor The Independent Film Channel’s Saturday-night programming beginning this Saturday, as well as to be integrated into customized original on-air and online content from the Rainbow Media Holdings-owned network.
Saturdays at 9 p.m. (EST), SKYY will present IFC’s new film strand, The Blue Room, which will feature independent-cinema titles including Magnolia, Crash, Being John Malkovich, Kill Bill vol. 1, The Cooler and Boogie Nights.
The Blue Room will open with a “customized co-branded graphic gateway that expresses the flavor of the films and includes clips from the evening’s feature, and then throws to a unique SKYY Vodka branded short film,” IFC said in a prepared statement.
IFC will create weekly episodic tune-in promotions to drive viewership to Saturday nights, as well as a special SKYY IFC microsite. The SKYY-branded film will also be available to online users on IFC.com and SKYY.com for viewing and “for a special user-created video mash-up, which will have the opportunity to rotate into future SKYY gateways on IFC,” the network added.
IFC also has integrated partnerships with clients including Acura, Heineken USA, Red Bull, [yellow tail] and Target.
The network also announced the promotions of Kevin Cirrito to vice president of integrated partnerships serving the East Coast and Lee Sparer to the same title serving the West Coast.
