via press release:
IFC LAUNCHES PORTLANDIA SEASON THREE MARKETING CAMPAIGN FEATURING “THE PORTLANDIA CO-OP”
TO SUPPORT A COMMUNITY OF FANS WHO HELP SPREAD THE WORD ABOUT THEIR FAVORITE COMEDY SHOW
Campaign Includes Partnership with Etsy
Season Three Debuts Friday, January 4 at 10 pm, with a Pre-Season Winter-Themed Episode Airing Friday, December 14 at 10:30 pm
Sneak Peek Now Live on IFC.com
NEW YORK, NY – November 8, 2012 – To support the third season of IFC’s hit series, Portlandia, the network is launching the “Portlandia Co-Op,” which opens its doors today on IFC.com in an effort to rally the show’s fans and reward their avid posting, liking, Tweeting, crafting and Pinning about all things Portlandia. Fans can sign up at www.ifc.com/co-op to join the Portlandia Co-op. Co-op members can apply to take over the Portlandia Twitter handle, post art or images inspired by Portlandia on Instagram using #portlandia or create handmade Portlandia coffee sleeves.
The campaign also includes a partnership with Etsy, where many of the show’s fans already sell their Portlandia inspired items. IFC and Etsy will support each other online and through social media efforts.
Commented Blake Callaway, IFC’s senior vice president of marketing: “Portlandia has so many creative fans; we’ve seen them posting, crafting, tweeting, knitting, and pickling. At the Co-Op everyone shares an enthusiasm for the show and this is IFC’s way of supporting their interests. Members will be able to help IFC spread the word about the new season and be rewarded for their support and creativity.”
The campaign leads up to the season three premiere of the Emmy-nominated hit series on Friday, January 4, 2013 at 10 pm ET/PT with two all-new back-to-back episodes featuring Fred Armisen and Carrie Brownstein’s wonderfully unique rendering of Portland, OR. A first look clip from the new season is available now at http://www.ifc.com/portlandia/videos/portlandia-meditation-crush.
IFC is giving fans an all-new pre-season bonus episode titled “Winter in Portlandia” airing Friday, December 14, 2012 at 10:30 pm ET/PT, which will also be available on IFC.com, the Portlandia Facebook page and iTunes the next day. As part of this additional episode, Fred and Carrie reveal a Portlandia season fans have never seen before… wintertime. Bohemian couple Peter and Nance struggle to keep off winter weight, Candace’s son visits the feminist bookstore during the holidays and artisan curators Bryce and Lisa offer a winter vacation at their newly opened Outlet Hotel.
Fans can sign up to become a member of the Co-Op at www.ifc.com/co-op and can participate in one of three ways (or all three!):
- Tweet It –IFC is looking for some unique fans with the Portlandia spirit to take over the show’s handle - @IFCPortlandia – for a week, helping to spread the word about the new season 140 characters at a time.
- Make It –Portlandia fans are often inspired by the show to create handmade items, like tote bags and knit caps. IFC is looking for coffee cozies. We’ll purchase up to 20 handmade sleeves from each crafter and distribute them in local, independent coffee shops in New York, Portland, Austin and Minneapolis. To participate, users can email a photo of their creation to email@example.com. Coupled with IFC-made cozies, this is our way of paying it forward for our fans’ unending support and giving them a chance to take home a fun memento of the show.
- Inspire It – we’re asking fans to Instagram us a photo that reminds them of Portlandia. Perhaps it’s a photo of a bearded man riding a unicycle or of the hot new pickling store in their town. Whatever it is, we want to see it! The images will inspire a season three poster, crafted by an artist, to be used in the show’s print and outdoor marketing campaign. To participate, users can upload their image and tag it with #Portlandia.
Every member that joins the Co-Op will receive a screen print of the Portlandia poster that their photos helped inspire. It’s IFC’s way of thanking them for their participation and support.
In addition to partnering with Etsy.com to help enroll Co-Op members, IFC is also working with local businesses in select markets to promote the Co-Op. In exchange, IFC will include the businesses in local radio ads and on IFC.com.
The Co-Op is part of a larger media campaign that includes national and local television as well as National Public Radio, The New York Times, alt weekly newspapers, wild postings in NYC, online sites, and social media.
Portlandia: A Guide for Visitors, will be released by Grand Central Publishing on November 13. Available wherever books are sold.