Integrated marketing is becoming the new ad norm. Stella Artois will present the Sundance Channel's upcoming cross-platform "Man Shops Globe," while Ferrero Chocolates signs on as a participating sponsor.
Debuting Oct. 7, "Man Shops Globe" is an eight-part series that follows Keith Johnson, a buyer for the Anthropologie stores, as he searches worldwide for unusual décor. He's also on the lookout for talented craftsmen. Future shows chronicle Johnson's travels in Turkey, Tunisia, India, Argentina and France -- where, with a different team of local experts, he images a new life for his artsy haul.
The creative includes a print, on-air, online and outdoor ad campaign, in addition to in-store events at select Anthropologie locations in the U.S. Sundance Channel will also support a "Man Shops Globe" sweepstakes, "His Job. Your Adventure Sweepstakes," that begins Oct. 5.
Sarah Barnett, executive vice president and general manager, Sundance Channel, said: "The promotional campaign we've created to support the series seamlessly integrates Sundance Channel, Anthropologie, Stella Artois and Ferrero Rocher -- four consumer brands that share a passion for distinction and creativity."
As the series' presenter, Stella Artois will be integrated throughout Sundance's marketing efforts. The Belgian lager will be featured in custom show opens and closes, tune-in spots and animated "You're Watching" billboards. There are also eight co-branded vignettes tagged "One of a Kind." The 60-second spots profile an artist from each country that Johnson visits. Plus, Stella Artois will have a presence on the net's on-demand platform.
Dave Daniels, product manager for Stella Artois, called "Man Shops Globe" a "novel, original series that celebrates the finer things."
Ferrero, the Italian confectioner, will be featured in three, 60-second vignettes titled "Man Shops Globe Unwrapped." The co-branded pieces will air footage of Johnson's treasured finds. Ferrero chocolates will also be the topic of a specially produced Sundance Channel SUNCovered news segment slotted on-air and online.
Launched in 1996, Sundance Channel is a subsidiary of Rainbow Media, which is a subsidiary of Cablevision.