IFC Takes Swig of Red Bull


The Independent Film Channel teamed up with Red Bull to exclusively create a strand of documentaries about the filmmakers behind the cameras at the 2006 Red Bull Ride to the Hills freestyle-motocross event.

IFC filmed the documentaries on-site at the event in Southern California in October, and the network will air three mini-documentaries, each five minutes in length, through February, culminating with a half-hour show in April that combines the three docs with additional exclusive footage.

The network said this marks the second time it has partnered with the energy drink. In April, the two parties collaborated on a documentary project spotlighting various action-sports filmmakers with Red Bull brand integration.

“This partnership with Red Bull is a perfect example of how we are working with our clients to create content that uniquely platforms their brand in an engaging and nontraditional way, while remaining true to what IFC represents and the audience it attracts,” IFC senior vice president of integrated partnerships Alan Klein said in a prepared statement.

“It’s contextual branded entertainment that not only lives on our air, but also offers our partners the unique ability to use this content on multiple platforms,” he added. “We’re excited to work with Red Bull again and to bring this project to our viewers, as it explores one of the most independent genres of independent film.”