52 Weeks of Original Comedies and New Custom Offerings
Volkswagen to Sponsor “Reggie Riffs” Musical Vignettes During Second Season of Popular Comedy Series, Comedy Bang! Bang!
IFC and Las Vegas Showcase the Destination Through Comedy
NEW YORK, NY — April 15, 2013 — In the 2013/2104 Upfront, IFC has more opportunities to pair advertisers with its “slightly off” brand of comedy than ever before: the network is programming 52 weeks of original comedies this season, rolling out three new fully customizable sponsor packages, and has secured partnerships with Volkswagen and Las Vegas that help each client find and embrace the fun in their brand in ways that will resonate with viewers and customers.
“IFC carries its ‘slightly off’ sensibility into every aspect of our business, from original programming to the comedians we work with to the customized, branded entertainment we create for our advertising partners,” said Vanessa Benfield, IFC’s senior vice president, sponsorship sales. “We know comedy resonates with our viewers, and by helping our partner’s find the fun in their brands we are able to present advertising messages and brands in a way that’s positively received by viewers and customers and organic to IFC.”
IFC recently signed returning advertiser Volkswagen to sponsor a “Reggie Riffs” piece in and around the second season of IFC’s popular original comedy series, Comedy Bang! Bang!, returning to IFC this summer. The show’s one-man bandleader, Reggie Watts, will create a completely customized tune, using only a keyboard and his unique vocals, highlighting key features of Volkswagen’s Beetle convertible.
“Volkswagen strives for organic, seamless integrations, and it when it came to IFC and Reggie Watts, that meant leaning into humor and an overt integration,” said Justin Osborne, general manager, Volkswagen advertising and marketing communications.“It’s perfect for the channel, perfect for the audience, and perfect for those who may have never looked at a Beetle before.”
IFC is also working with Las Vegas to spotlight the destination’s diverse experiences. A custom vignette written by and starring comedian Michael Che will follow him on his first visit to Las Vegas.
“Las Vegas has something to offer everyone and this opportunity with IFC was the perfect way to highlight the many options visitors have. Michael Che had an unbelievable first visit to the destination and was able to put a spotlight on the revitalization of downtown and also feature one of Las Vegas’ classic shows," said Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority. "With options like these, visitors are sure to come back over and over again.”
Additionally, this Upfront season, IFC is unveiling three new advertiser offerings that are fully customizable across clients and categories and align partners with the network’s off-beat talent, shows and sensibility. They include:
- Comedy Bomb: IFC comedians pop-in and “ambush” unsuspecting audiences in everyday locations with a stand-up routine incorporating a sponsor’s product and brand message.
- No-Brainers: Slightly-off instructions that feature partner messaging on how to solve life’s slightly off and overlooked problems.
- IFC Fix: Part product review, part recommendation from the unique editorial voice of IFC, the IFC Fix is a cross-platform opportunity that spotlights sponsors’ products, films and video games on-air and online at http://www.ifc.com/fix.
IFC creates and champions authentic, original comedies that are “Always On. Slightly Off,” which air alongside an extraordinary collection of films and comedic cult TV shows. IFC.com features exclusive video, web series, podcasts, blogs and additional content that engages fans with IFC originals. The network’s On Demand offering, IFC Free, gives viewers the opportunity to watch select content from IFC whenever they want. Established in 1994, IFC is owned and operated by AMC Networks Inc. and is available in over 70 million homes on every major cable, satellite and telco provider.
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