For cable and network television channels, April showers bring just one thing: upfront season. It’s the time of year when the execs and sales people show off their new and continuing shows to advertisers, and try to get the bulk of the year’s sales on the books. On April 11, IFC threw an Upfront party like these advertisers have never seen. It was dubbed the IFC Unexpectaganza, and boy, was it.
The brand built a roller rink inside the historic Roseland Ballroom in Manhattan. Guests were encouraged to strap on a pair of skates and party like it was 1986, although participation wasn’t mandatory. The network’s stars mingled throughout the party, shaking hands and giving the brand’s clients a little thrill. There was also a dunk tank with the network’s prominent account managers sitting in the hot seat, and a very encouraging barker helping the prospective advertisers give the sales people a soaking, for once. The brand had a portrait studio photo activation so the guests could get something to take home, and to feed them, there was be five local food vendors at the party: Dough, Mayhem & Stout, Brooklyn Piggies, Milk Truck and People’s Pops. To top off the retro-style fun, there was a rogues gallery of the channel’s top account executives’ high school photos in a throw back to its animated series, “Out There.”
“We just wanted to have a little fun,” Blake Callaway, svp-marketing at IFC, told Buzz. “At the end of the day, it’s about keeping us in the front of mind of these attendees.” Agency: LeadDog Marketing Group, New York City.