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WIRE: Viceland gears up for “Weed Week” programming in honor of 420

NEW YORK, NY — VICELAND, the lifestyle and entertainment network from VICE Media and A&E Networks, will launch a first in television history on April 17: “Weed Week”—a four day celebration celebrating all things cannabis. 

Leading up to this cultural viewing event, the network has kicked off an edgy marketing campaign complete with creative paid media spots running across TV and online, special out-of-the-home events, social, digital, and grassroots efforts, and numerous stunts in major cities and at special events like Coachella, along with a host of partnerships with top brands.

With more than one-quarter of Americans now living in states with, or soon to have adult-use marijuana laws on the books and millions more living in states with legal medical use, this cultural zeitgeist will push viewing limits while bringing consumers of all ages an innovative, informative, educational, and entertaining across-screen programming, along with an editorial extravaganza, which will culminate on the national holiday for cannabis culture—420—April 20th.

As the first channel to fully embrace ‘weed’ from high to low, VICELAND is set to break and surpass the boundaries of what weed on TV can look, sound, and taste like. The marketing campaign is equally edgy and unique.  Below are some examples of the VICELAND Weed Week effort, and what is to come:

•VICELAND WEED WEEK’s advertising campaign is taking over storefronts in New York City, which are now filled up with fake-weed (4 in. deep) complete with a weed scented ATM oozing from the smell of green on the streets in the heart of the New York’s Lower East Side.

•VICELAND WEED WEEK’s advertising campaign is taking over storefronts in Los Angeles, which are now filled up with fake-weed (4 in. deep) across from Grauman’s Chinese Theatre  in Los Angles.
NOTE: Photos, GIFs and videos: Courtesy of VICELAND.

WHO: VICELAND WEED WEEK STOREFRONT TAKEOVER

WHAT: Photo and interview opportunities

WHEN: March 29 – April 20, 2017

WHERE: 90 Stanton St. New York, NY 1000290-96

WHO: VICELAND WEED WEEK STOREFRONT TAKEOVER

WHAT: Photo and interview opportunities

WHEN: March 29 – April 20, 2017

WHERE: 7024 Hollywood Blvd, Los Angeles, CA 90028

VICELAND WEED WEEK SPOTS


A SPACED ODYSSEY


THE GOOD THE BAD AND THE NUGLY


NUGBOAT


VICELAND WEED WEEK HOLLYWOOD – 360 VIDEO

GIFs

https://we.tl/Bi6PscqRZP

If you are interested in any obtaining embed codes to play in your native players or additional hi-res photos, please feel free to reach out to Ellen Mellody at ellen@powerplantstrategies.com or at 570-209-2947.  To learn more about VICELAND’s Weed Week campaign, please visit https://www.viceland.com/ or follow VICELAND on Twitter at @viceland.

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Media Contact 

Ellen Mellody
570-209-2947

ellen@powerplantstrategies.com

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