IFC Forms Partnership Department for Advertising Alternative
The Independent Film Channel has launched a new department to give marketers an alternative to traditional TV advertising that incorporate brands into its commercial-free network.
The network’s new Integrated Partnerships department will work with partners to showcase their brands and insert them into IFC’s uncut programming. IFC’s partnering brands include Acura, Heineken, Rockstar Games, Target and Volkswagen.
Under the partnership, IFC produces mini-movies (rather than 30-second spots) to integrate a brand into the network’s programming via TV promotions, theatrical trailers or behind-the-scenes shorts, said Alan Klein, VP-Integrated Partnerships, IFC. The film shorts, which air before original IFC programs, can’t be blocked by such ad skipping technology as TiVo, he said.
For example, Volkwagen sponsors IFC’s Escape from Hollywood block, which airs Wednesdays at 9 p.m. ET and Sundays at 8 p.m. ET. Short films support the partnership, which open and close the movie. A trailer is available at IFCTV.com.
Likewise, Target sponsors IFC’s Cinema Red Mondays block at 10 p.m. ET, named after the DVD and home video section on Target’s Web site, which consumers visit to buy the latest movie releases online. For its role, Target presents a flash animated entrance to IFC’s programming block.
“These partners are reaching viewers who don’t tend to watch movies [on network TV],” Klein said. IFC is using brand partnerships to further engage consumers on a higher level than the traditional 30-second spot, he said.
“I’m not saying the 30-second commercial is dead,” Klein said. “It’s not so healthy right now. Tivo watchers don’t watch commercials, but the things they do stop [for] are promotions for television [shows] and film trailers.”
In return, brands boost IFC’s viewership. For example, Heineken, the official beer of IFC’s Friday nights, will air IFC content or programming at film festivals.
The partnerships give advertisers a new way to reach IFC targeted audience—, mostly young, tech-savvy males between 18 to 49, come to IFC for its uncut, commercial free network, said Jennifer Caserta, senior VP-marketing for IFC.
“[They] speak to the audience we attract,” Caserta said of the partnerships.
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