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SKYY Vodka Goes to the Movies

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NEW YORK IFC's in-house integrated partnerships unit has added another client to its roster in the San Francisco-based spirits brand, SKYY Vodka.

The partnership, which marks SKYY's entry into the national television marketplace, will position SKYY in IFC's Saturday night programming throughout 2007, integrating the brand in customized content created by the network.

Beginning this Saturday, SKYY will be the presenting sponsor of The Blue Room, a new movie block featuring innovative indie films such as Being John Malkovich, Kill Bill Vol. 1 and Boogie Nights. SKYY will also be teased in tagged tune-ins and will be featured on a new co-branded micro-site.

Financial terms were not disclosed.

While most network ad sales bosses say that they are not in the business of measuring their clients' ROI, IFC will conduct its own research to gauge the overall effectiveness of the SKYY buy. The brand will conduct a series of viewer polls on recall of SKYY messaging, as well as intent to purchase and brand perception.

As the nominally commercial-free IFC continues to beef up its sponsorship opportunities—other partners include Acura, Heineken, Red Bull, Yellow Tail and Target—the network has kicked two executives upstairs, promoting Kevin Cirrito to vp of the East Coast integrated partnerships team and elevating Lee Sparer to vp of the West Coast integrated partnerships unit.