1. A method comprising: providing, by a service provider subsystem, a virtual channel used to promote a product associated with a media content instance, the promoted product comprising a movie available in one or more theaters; associating, by the service provider subsystem, the virtual channel with a content provider configured to provide the media content instance; receiving, by the service provider subsystem, enhanced content associated with the promoted product and to be provided by way of the virtual channel from the content provider, the enhanced content comprising: a link to purchase one or more tickets to the movie available in the one or more theaters; one or more showtimes for the movie at the one or more theaters; and a link to directions to the one or more theaters; associating, by the service provider subsystem, one or more selectable triggers with the virtual channel, the one or more selectable triggers displayed with a listing of the media content instance included within an interactive program guide presented to a user; and providing, by the service provider subsystem, the user with access to the enhanced content associated with the promoted product by way of an interactive portal associated with the virtual channel in response to a selection by the user of one of the one or more selectable triggers displayed with the listing of the media content instance included within the interactive program guide presented to the user, the interactive portal facilitating interaction by the user with the enhanced content associated with the promoted product and comprising: a viewing pane that lists enhanced content categories that each include a different portion of the enhanced content associated with the promoted product, and another viewing pane that presents a particular portion of the enhanced content included in an enhanced content category selected by the user from the enhanced content categories listed in the viewing pane.