Channel 4 Signs UK’s Largest Ever Ad Funded TV Deal
Channel 4 is to embark upon the UK’s largest ad funded programming strand to date, with soft drinks giant Pepsi backing six one hour programmes on Channel 4 and E4.
The programmes, produced by Freedom Media’s production arm, Freedom TV, will promote the company’s sugar-free Pepsi Max brand, with Pepsi Max Downloaded aimed squarely at the youth market through music content from five of the UK’s biggest selling chart artists.
Amongst those lined up for performances are Natasha Bedingfield, Ms Dynamite, Westlife, Girls Aloud & McFly. The programmes will also be promoted through branding on 100 million Pepsi packs, inviting customers to enter a text competition to win a performance from one of the artists in their home town.
In addition to the competition’s main prize, all entrants will receive an exclusive mobile phone screensaver of their chosen star, delivered as part of Pepsi’s wider mobile initiative, developed by digital media agency, Graphico.
The Channel 4 programmes will air on Sundays from 31 July to 4 September, promoted through on-air trailers using the strapline “Stars Without Sugar” alongside the Pepsi Max logo.
Explaining the significance of the deal, Arif Haq, brand manager for Pepsi Music UK, said: “The integration of an innovative TV format and strong broadcaster partnership into our key summer promotion generates added scale with our customers and increased relevance and engagement with our consumers.”
Freedom Media’s creative director, Andy Woodford, added: “Pepsi Max Downloaded demonstrates the potential for relevant brand content to play a central role in building consumer and customer relationships. The programme format will build engagement in the brand’s No Sugar – active involvement positioning, while the purchase based promotional mechanic will drive volume and in-store cut through.”
The Pepsi promotion forms one of Freedom TV’s first large-scale productions since its creation last month. The dedicated production company was formed by Freedom Media to capitalise on the growing market in ad-funded TV, with existing clients including high-profile brands such as Sony PlayStation (see Freedom Launches Production Firm For Ad Funded TV).
Channel Four: 020 7396 4444 www.channel4.com