The objective of this year-long campaign was to align Ketel One Vodka with elevated moments in film and culture.
Film, more than any other medium, brings people together – whether shared in theaters, at home with friends, or through movies we all know and love. Film sparks conversations filled with elevated moments of human connection, much like the ones we experience over a shared cocktail.
Some of the greatest cocktail moments originated in film and entertainment and they continue to shape conversations to this day. By leveraging AMC Networks' storytelling expertise, extensive movie library, and premium events like Sundance Film Festival and Rooftop Films, we created a multi-phase campaign that established Ketel One Vodka as a brand that is synonymous with elevated moments in film.
The AMCN and Ketel One Vodka campaign consisted of key beats throughout the year. We anchored the partnership in high-profile film events and further amplified their presence with promotion and custom content in order to establish Ketel One Vodka as a cocktail icon in film and culture.
- Phase One – AMC+ Sundance Film Festival Favorites Collection
- Starting in January 2024, Ketel One Vodka presented a slate of titles available within the Sundance Film Festival Favorites Collection on AMC+, our premium streaming service. To kick off the partnership, we created lead-up social content to get viewers excited for the festival and push viewers to check out former Sundance titles on our platform. The (4) custom themed cocktail recipe cards were inspired by films in the collection and featured subtle nods to the movies that they were aligned with.
- Phase Two – Sundance Film Festival
- Ketel One Vodka came on board as the Official Vodka Sponsor of the Sundance Film Festival in January 2024. As part of the partnership, AMCN Content Room collaborated with renowned cinematographer/director, Shawn Peters to create a :30 piece that ran as pre-roll ahead of select Sundance Film Festival screenings. Night’s Light is a great example of how branded content and integration can be organic, authentic and additive. It’s also an excellent example of three brands (AMCN’s Content Room, Ketel One Vodka, and the Sundance Film Festival) aligning on the essential commitment to celebrating diverse stories and storytellers.
- Phase Three – AMC's Top Shelf Classics
- There’s nothing like a great film to spark spirited conversation. Leaning into this insight and AMC’s robust movie library, we created a short-form conversation series in partnership with Ketel One Vodka. In AMC’s Top Shelf Classics, our film-loving host Jordan Carlos digs into insightful, entertaining conversations about iconic movies with professional movie critics Wesley Morris and Amy Nicholson. Together, they celebrate the craft of film, and more importantly, the joy and connection of re-watching with friends over a Ketel One Vodka cocktail. These enlightening conversations were crafted into dynamic interstitials that aired during the breaks of AMC film nights. The movies featured included The Shawshank Redemption (April), My Cousin Vinny (May) and Back to the Future (June).
- Phase Four – Rooftop Films Summer Series
- Every summer, AMC Networks and Rooftop Films partner to host a series of incredible film screenings at the coolest venues across NY – curating unique experiences that continues to keep independent cinema, music and culture alive and thriving in New York City. As an extension of their partnership, Ketel One Vodka came on board as the Official Liquor Sponsor of the Rooftop Films 2024 Summer Series, reaching even more film fans. Their brand presence included signage, branded bar elements, custom menus, and more. To amplify the partnership, AMCN created (2) social posts highlighting Ketel One's on-ground presence at events throughout the summer.
The AMCN and Ketel One Vodka partnership delivered impressive performance metrics across all four phases, generating over 34M total impressions throughout the year-long campaign. Ketel One's alignment with elevated film experiences resonated strongly with audiences across multiple platforms.
- Phase One, featuring content from the AMC+ Sundance Film Festival Favorites Collection, generated 12.9M impressionsacross linear, social, and digital platforms.
- Night's Light played before 12 unique films, garnering 23.4K views at both in-person and virtual Sundance Film Festival screenings.
- The AMC's Top Shelf Classics phase amplified the campaign's impact with 22M impressions across linear and social platforms. Featured films (The Shawshank Redemption, My Cousin Vinny, and Back to the Future) outperformed AMC's average feature film delivery by 28%, with social content ranked as the #1 most viewed Liquor & Spirits x TV Network partnership on Facebook in the first half of 2024 (excluding sports).
- The Rooftop Films Summer Series partnership perfectly culminated this multi-phase campaign, generating 5.6K impressions across all related social content.
Source: Linear: Nielsen, P2+. Digital: Freewheel, OLV, STBVOD, AVOD/FAST, & AMC+ Ad Tier; Co-Viewing: iSpot. Social: Sprout delivery, Talkwalker/SCR rank.
