Yeti Signs on to Sponsor A&E's First Branded Content Programming Block
Yeti has signed on to become the first sponsor of A&E Network's branded-content block of programming.
History will air "Wild History," a programming slate targeting the outdoor adventurer, with limited commercial interruptions through the end of the month. The block will air on Saturdays from 11 a.m. to 2 p.m. starting July 9 with library episodes of "Alone," "Mountain Men" and "IRT."
Short-form films from Yeti, the cooler maker, will be featured throughout the programming. History has also developed 12 45-second custom vignettes featuring stars from "Swamp People" that will tease and wrap the "Wild History" block.
"The Yeti 'Wild History' partnership is a win for us on many levels. Since the inception of our enthusiast block initiative, our goal has been to provide a great environment for a brand to tell its story," said Mel Berning, president-chief revenue officer, A&E Networks. "We were able to collaborate with Yeti on a truly authentic, branded-content experience while giving our rabid, enthusiast fanbase the reduced commercial loads that they have been increasingly demanding."
The partnership also includes a dedicated Yeti films playlist on History's YouTube channel and History.com will be home to 19 Yeti films.
"Our goal with branded content is to tell character-driven stories about people who live a life built around their passions," Scott Ballew, executive producer, Yeti, said in a statement. "Finding innovative and authentic ways to distribute these stories is a fun challenge and we're thrilled to test the waters of TV with History by buying media where media hasn't historically been for sale."
These so-called "enthusiasts" blocks are designed to reduce commercial loads and create a less intrusive advertising experience. A&E is exploring other such blocks of programming to live on its namesake channel, Lifetime and LMN, focusing on passion points like parenting, home and health and wellness.
MediaVest Spark, Yeti's agency of record, facilitated the deal.