The Sundance Channel and Grey Goose Entertainment debuted our television series Iconoclasts in 2005. Six seasons and 36 hours of programming later, Iconoclasts has stood the test of time as the premiere example of thoughtful, effective and entertaining branded content. Each half-hour episode features intimate, unscripted encounters between two individuals who have transformed our culture by staying true to their passions. World leaders and entrepreneurs, actors and artists, athletes and musicians all appear and help make the series a cult favorite for a full six seasons.

Branded Entertainment is widely accepted in the US, however, there have been few examples of projects that have spanned multiple seasons or have been embraced by the network, talent and audiences alike. Unlike other examples on air, Iconoclasts is not a media buy and represents a true creative partnership between the brand and network.

The new season of Iconoclasts was promoted heavily using on-air, outside, PR and social media to alert audiences to the series. Due to the critical and commercial success of past seasons, audiences were generally aware of the series and had been anticipating the new season. Additionally, Grey Goose activated their network of influencers by hosting Iconoclasts viewing parties and premiere events including a kick-off event at the Sundance Film Festival attended by current and past Iconocasts (Paul Simon, David Blaine, Marina Abramovic and director Joe Berlinger).

In a world of 'first-evers', 'trans-media brand campaigns' and 'billions upon billions of media impressions', it's refreshing to see an example of Branded Entertainment that's actually effective and entertaining.

For the past 6 years, Iconoclasts has proven to be a big success story for the brand, network, talent and audiences, delivering consistent ratings along with an increased brand awareness and association. Through multiple CMO's and Marketing Directors at Grey Goose, Iconoclasts has been tested yearly and continually scores high marks for effectiveness, directly driving brand loyalty, appreciation and sales. Within the entertainment community, the series (along with the brand) has stood out as a best-in-class example of how a marketer can achieve their desired results through a content-based entertainment platform.