Video sharing service Vimeo, LLC is taking a slightly different approach to sponsorship than other players in the category.

While YouTube, Ustream and other companies primarily use sponsorship to access and monetize content, Vimeo uses the marketing medium as a platform to showcase its content offerings.

For example, Vimeo activated the June 7-9 Governors Ball music festival by showcasing videos on Jumbotrons between acts.

“We wanted to put content on a screen between sets and add value to the attendee experience,” said Bret Heiman, Vimeo’s senior manager of sponsorship and events.

With a community centered around independent filmmakers and other creatives, Vimeo has largely focused on music festivals. In addition to its first-time tie to the Governors Ball, the company also has sponsored events at South by Southwest and the Treasure Island Music Festival, the latter of which it is negotiating a renewal.  

And deals with other types of properties may be in the works, said Heiman.

“We’re constantly looking for different opportunities to push our brand and add value to festivals by offering unique and compelling content.”

Vimeo tries to offset rights fees with promotional support. For example, the company liquidated part of its rights fee to the Governors Ball by promoting the event to its million-plus Facebook, Twitter and Tumblr followers.

“We try to offer cash and in-kind media,” said Heiman.

Viveo is a subsidiary of Internet conglomerate IAC/InterActive Corp.