Partnership Builds New Advertising Paradigm to Uniquely Maximize the Power of On Demand
Customized Campaign for Jeep Patriot Broadens Advertising Beyond the 30-Second Spot and Provides Highly Focused Viewership
New York, NY, March 12, 2007 – In an effort to set a new advertising standard that maximizes the power of video on demand (VOD), SPORTSKOOL, the first and only on-demand television network to offer athletic instruction, announced today a joint partnership with Jeep® to create a groundbreaking customized campaign to help promote the all-new 2007 Jeep Patriot. The new advertising model developed between the two companies leverages the unique values of VOD advertising, including the ability to go beyond the 30-second spot and to communicate directly to a specifically targeted viewership. By evolving the industry's long-standing paradigm of communication, the plan hopes to provide a stronger, more efficient return on investment to the auto maker, while potentially broadening new, untapped advertising opportunities.
Launched in 2004 by Rainbow Media, SPORTSKOOL's original sports instruction featuring world renowned athletes is now available to over 23 million homes nationwide. The new advertising model announced today will be showcased with Jeep Patriot's customized integration into the network's new action sports programming block, 'ACTION SPORTSKOOL', which includes original series: Skateboarding with Mike V, Skiing with Bode Miller, BMX with Chad Kagy, Snowboarding with Zach Leech and Travis Rice, and Streetball with Waliyy "Main Event" Dixon. The Jeep Patriot will be uniquely branded throughout the series via a variety of sponsor tactics including Jeep Patriot-inspired show graphics, branded pop-ups and drives to the Jeep website (www.jeep.com). The Jeep Patriot will also be integrated into a series of four short films, created by SPORTSKOOL, about skateboarding legend Mike V., which will air on demand and online starting in March. The Jeep Patriot- "ACTION SPORTSKOOL" agreement was negotiated for Jeep by PHD Detroit with creative input from BBDO Detroit.
"We live in an on-demand world, and as the advertising paradigm continues to shift and the viewer gains more control over media consumption, it is crucial that marketers embrace this platform," said Dan Ronayne, SPORTSKOOL's General Manager. "With this partnership we are working with Jeep to create content that platforms their brand in an engaging environment, while remaining true to SPORTSKOOL and its audience. It's branded entertainment that not only lives on our network, but also offers the client the unique ability to use this content on multiple platforms. We believe this integrated sponsorship model is the future of advertising and we are excited to take this step with Jeep."
"Working collaboratively with Jeep's agencies, PHD Detroit and BBDO Detroit, has helped deliver enormous value to our sponsor, reaching their core demo in a way that provides deep engagement and strong brand positioning," added Phil Summers, SPORTSKOOL's Vice President of Integrated Sales and Marketing.
"SPORTSKOOL's action sports programming is ideal for us to reach our target audience of adventure-seekers for the Jeep Patriot in a non-traditional, uncluttered environment," stated Jay Kuhnie, Director, Jeep Communications. "This is an innovative initiative that is a perfect fit for our brand, and we are pleased to be on board."
The 2007 Jeep Patriot is an all-new compact sport-utility vehicle (SUV) that delivers fun, freedom, utility and best-in-class Jeep 4×4 capability. Strong and capable, the 2007 Patriot is unmistakably Jeep, designed to appeal to compact SUV buyers who want classic Jeep styling with best-in-class off-road capability. Jeep Patriot is rugged, while also offering excellent fuel economy of 26 mpg in the city and 30 mpg on the highway, and interior flexibility and utility at a great value. With a starting U.S. Manufacturer's Suggested Retail Price (MSRP) of $14,985 (including $560 destination), Patriot is the new entry-level price point for the Jeep brand.
Through informative packaging, distinctive graphics and custom-built on-demand content, SPORTSKOOL and the Jeep Patriot present a unified block of action sports programming, offering viewers in-depth lessons on Skateboarding, BMX, Skiing, Snowboarding and Streetball from world-class instructors. Using Princeton Video Image's unique SpinCam® technology, viewers will get a 360-degree perspective for the Skateboarding with Mike V. series. The ACTION SPORTSKOOL programming also explores the culture and community of the various action sports, and what it is to be an athlete beyond the skilled moves.
Jeep Patriot branding will be integrated throughout the ACTION SPORTSKOOL original programming through a number of sponsor tactics including:
- Jeep Patriot-branded ACTION SPORTSKOOL open;
- 15-second Jeep-produced spot housed in the ACTION SPORTSKOOL graphic mortise;
- Jeep Patriot-branded "lifestyle facts" on how to embrace the action sport's culture and community that will run during each lesson; and
- multiple throws to the Jeep website.
In addition to the ACTION SPORTSKOOL series integration, the Jeep Patriot will be branded into four Mike V skateboarding short films, created by SPORTSKOOL, and available as unique VOD offerings on the SPORTSKOOL skateboarding menu. The shorts, each one-minute in length, will be rolled out throughout the course of the four-month campaign, starting in March. Covering music and the unique skate culture from Mike V.'s point of view, the shorts will feature subtle integration of the Jeep Patriot and its features. From Mike V in the front seat of his Jeep Patriot plugging in his iPod to the mp3 jack and discussing how important music is, to Mike V pulling up to a local skate park to impress some young skaters with his moves and words, the shorts will offer viewers an entertaining close-up view of the inner workings of the legendary personality and athlete. The shorts will live on the SPORTSKOOL network and website (www.SPORTSKOOL.com), as well as be available to Jeep for any additional placement.
About Jeep Brand
The Jeep brand has seven models in the 2007 model year, the most available to retail consumers at one time in its 65-year history. The expansion of the Jeep brand has taken place in just two years. At the start of 2004, the brand's trio of tough, capable, rugged SUVs included the venerable Jeep Grand Cherokee, Jeep Liberty (Cherokee outside North America) and the icon of the brand, the Jeep Wrangler. In 2005, the Jeep Commander was introduced. In 2006, the redesigned Jeep Wrangler was unveiled. Also debuting in 2006 were three more all-new Jeep vehicles: Jeep Patriot, Jeep Compass and the four-door Jeep Wrangler Unlimited.
About SPORTSKOOL
Launched by Rainbow Media in 2004, SPORTSKOOL is the first television network dedicated to delivering in-depth sports expert instruction and coaching for a wide range of sports and athletic activities. SPORTSKOOL helps athletes of all ages take their game to the next level by offering guidance and insider tips from the world's best athletes. The network – featuring exclusive and original programming custom-built for On Demand television – boasts some of the most recognizable names in sports, including Mia Hamm, Bode Miller, Tony Gwynn, Bill Walton, Mike Vallely (Mike V.), tennis coach Brad Gilbert and renowned training and performance expert, Mark Verstegen. SPORTSKOOL is currently available to over 23 million digital cable subscribers nationwide. For more information, visit www.SPORTSKOOL.com.
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media creates and manages some of the country's most compelling and dynamic entertainment brands including popular national and regional television channels AMC, fuse, The Independent Film Channel (IFC), WE tv, and three FSN affiliated regional sports networks managed by Rainbow Sports Networks. The company also manages LIFESKOOL and SPORTSKOOL, two original on-demand networks; VOOM HD Networks, the largest and most diverse suite of high definition channels available anywhere; IFC Entertainment, its film distribution, production and exhibition division; Rainbow Advertising Sales Corporation, its advertising sales division; and Rainbow Network Communications, its full service network programming origination and distribution company.