College Chemistry: Alloy, Blowtorch Forge Alliance

Alloy Media + Marketing is partnering with Blowtorch Entertainment, a recently launched media company targeting college-age consumers, to promote Blowtorch offerings, including films and "professional" user-generated content. The Blowtorch campaign also holds opportunities for other brands to engage with the college-age market.

The partnership will spread awareness of Blowtorch productions via Alloy's network of traditional and non-traditional media platforms targeting college students, including on-campus events, "guerrilla" marketing, out-of-home media, and college newspapers.

The Blowtorch content includes feature-length films, such as "You Are Here," set to debut in spring 2008, shorts, mobile video, an online social community, and live events.

Over the last year, Alloy has pushed aggressively to expand its youth marketing capabilities, specifically targeting college students. A September agreement with laundry facility operator Mac-Gray allows Alloy Access to expand its out-of-home network to include more than 1,000 colleges and universities nationwide, installing "laundry boards" in roughly 1,600 college laundry facilities.

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In late November, Alloy became the official ad partner of the College Newspaper Business and Advertising Managers, a business network of college newspapers. The alliance gives Alloy clients access to distribution via 130 member papers around the country, adding to Alloy's existing relationships with 2,400 college publications nationwide.

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