Cartoon Network thinks it’s time to bring some adventure to its TV Everywhere platform.
The network will kick off an affiliate-supported, 10-city tour in Kansas City on Sept. 27 centered around its long-running, animated series, Adventure Time.
In the first affiliate promotion of this stripe, Cartoon Network executives hope the family-friendly events aim to drive home the message about TV Everywhere in general and the benefits of Watch Cartoon Network in particular.
“Adventure Time is one of Cartoon Network’s most popular series, and we’re pleased to bring this beloved brand to life by partnering with our distribution affiliates for fans in their local markets,” said Heather Baldino, senior vice president of marketing and revenue integration for Turner Network Sales.
Those attending the highly trafficked Nebraska Furniture Mart outlet in KC, as well as stops in Atlanta, Chicago, Houston, Denver and San Francisco and others that are part of the tour, will find costumed versions of the show’s Finn and Jake characters, amidst an Adventure Time branded environment, replete with a co-branded green screen. Product demonstrations will also be on the docket, as attendees can pick up related literature.
Moreover, at the Watch Cartoon Network/TV Everywhere bean bag toss game brand ambassadors from Cartoon and the in-market affiliate will inform participants about their TVE options, telling them about the authentication process, where they can simulcast the linear Cartoon Network and on what devices. They will also show users how to navigate the service and engage in its clips and games.
“There’s no better way to demonstrate and explain the power of TV Everywhere than in person, and this promotion is a perfect way for Turner to showcase both the value of the Cartoon Network brand and for the affiliates to showcase the value of having a cable subscription – it’s a win-win for everyone,” said Baldino.
She noted that the promotion affords affiliates flexibility as they also “can leverage this co-branded, family-friendly event for local ad sales and on-site sales opportunities,” as well as the TVE gambits.
Baldino believes that the popularity of Adventure Time, which has been picked up for a seventh season, will appeal to kids and their parents.
The premiere episode of Adventure Time's sixth campaign attracted more than 4.3 million viewers on April 21, according to Nielsen live+7 data. The delivery led Cartoon to the top spot among all kids/boys 2 to 11 and 6 to 11, plus tweens 9-14.
The season premiere also ranked as the network’s top telecast in 2014 to-date among boys 9 to 14.
Debuting on April 5, 2010, Adventure Time over the years has featured guest-voicing from the likes of Matthew Broderick, Donald Glover, Donald Faison, George Takei, Erik Estrada, Andy Milonakis, Emo Phillips, Bobcat Goldthwait, Susie Essman, Anne Heche, Rainn Wilson and Andy Samberg.