Channel 4 and Ring combine for innovative partnership with upscaled digital presence

Channel 4 Sales is teaming up with Ring and MG OMD in a deal that will see the home security brand sponsor ‘Channel 4 Friday Nights In’, aligning with the broadcaster’s Friday night entertainment across a variety of platforms. 

Commencing on 12th April, the placement covers Channel 4’s biggest night of the week and is Ring’s first partnership with Channel 4, bringing in an upmarket 25–54-year-old audience.

Alongside linear sponsorship, the Ring campaign will be amplified across Channel 4 Streaming and Channel 4 YouTube, where activity will be upweighted across the weekends from 4pm to midnight.  The partnership also includes a licence for use of a ‘Channel 4 Friday Nights In’ bespoke Ring logo.

The partnership continues the delivery of Channel 4’s Fast Forward strategy, underlining its digital leadership by creating innovative opportunities for brands.

Ring Video Doorbells and Security Cameras stream and capture all the most important, heart-warming and hilarious moments, so you never miss a thing. Matt Eyles, Head of Marketing, Ring said: “Friday nights in are all about getting comfy and catching up on the best entertainment on Channel 4. Ring gives its customers that same comfort of feeling safe at home by enabling them to see what’s happening, when it happens, no matter where they are.”

The activation was brokered and created with the support of media agency MG OMD. Tom Cocker, Executive Director, MG OMD said: “We are excited to be working with Channel 4 and Ring to deliver more entertaining moments to viewers, wherever they may be. As Ring’s first UK broadcast sponsorship, It was important we found a partner that not only creatively and strategically aligned with the brand but also one that we could amplify across digital and social platforms too.”

Rupinder Downie, Sponsorship and Commercial Partnerships Leader, Channel 4 said: “Channel 4 Friday Nights In presents an exciting opportunity for Ring to reach a broad audience, as viewers look forward to a night on the sofa to kick-start the weekend with entertaining and fun programmes. We’re also pleased to be leading the way with an increasing digital presence for the brands we partner with.”

The series of 10 idents, created by The Outfit, feature actor and comedian Joe Wilkinson opting for a cosy night in in front of the TV and include the strapline ‘Enjoy Friday Nights In on Channel 4 with Ring’. Charlie Read, Co-founder & Owner, The Outfit said: “It’s been a pleasure to partner with Ring, Channel 4 and Joe Wilkinson to land the emotional benefits of the brand through the power of entertainment.”

The idents will be aired on Fridays on Channel 4 from 6pm to midnight commencing on Friday 12th April.