Kay Jeweler Signs On To Syfy Movie Special

Kay Jeweler has signed a wide ranging sponsorship with NBC Universal’s Syfy channel which will see the marketer support a new movie event from Reunion Pictures and RHI Entertainment’s Robert Halmi Sr. and Robert Halmi Jr.

Kay will advertise its products around Alice, a TV-movie based on the children’s book,  “Alice’s Adventures in Wonderland,” by Lewis Carroll. The show, which has a storyline involving a ring, stars Kathy Bates as the Queen of Hearts and Caterina Scorsone as Alice. The cost of the sponsorship was undisclosed.

The jeweler is known for spending big on TV in the fourth quarter and around Valentine’s Day. Kay has sponsored previous specials with the channel. Chris Czarkowski, VP-ad sales, said: “The whole concept of Alice is about a ring, and that’s an essential property of the story following the ring from Alice to the Queen. The content we’re putting on air and the product they have; it made sense to have them highlight what they do.”

Czarkowski stressed it was not a product integration deal. Kay is tied to all the promotional spots for the series which began airing last week.
Creighton Talbot, group director of national TV investment at Kay’s media agency OMD said, “We have a long standing partnership and have been working with them in fourth quarter since Steven Spielberg’s Taken (2002). Fourth quarter is a very critical time to the business and we’re always looking for breakthrough events that resonate with viewers.”
The four-hour movie event will air on the network across two nights, December 6 and December 7.

In addition to the TV component, Syfy has also created an online element which features a jewelry box. Kay will showcase products for purchase and receives two thirty second on-air vignettes driving viewers to the show and to the online jewelry box.

Syfy’s fourth quarter has got off to a positive start thanks to specials including 31 Days of Halloween and TV shows including Stargate Universe and Destination Truth.  According to the channel, Syfy ranked third among adults aged 25-54 in all basic cable entertainment networks in October.