In a deal with ITV Customer Relations, Red Bull has produced a Red Bull Flugtag highlights show for ITV4 and itv.com.
The Red Bull Flugtag event, to promote Red Bull's branding ethos of "Red Bull gives you wings", took place in Hyde Park last Saturday. The event, the sixth since its launch in the UK, features a competition in which participants make their own flying devices.
Rupert Howell, ITV managing director of brand and commercial operations, said branded content in the form of ad-funded programmes (AFPs) and product placement was an area of focus for the broadcaster. He said AFPs were "finally taking off", helping to build client partnerships and reduce production costs.
However, Howell admitted that AFP activity was currently "small beer, as they are difficult to pull off". He said of 20 projects currently in the pipeline, it was difficult to know which of these would come to fruition.
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