TBS has attracted Geico, Kia Motors America Inc., Microsoft and Twix candy bars as sponsors of The Comedy Festival, its three-day event at Caesars Palace in Las Vegas.
The channel will televise several specials from the event, including the variety special Ellen's Even Bigger Really Big Show, presented by Ellen DeGeneres; Jamie Foxx's Laffapalooza! and Cheech & Chong: Roasted.
"Across on-site, online and on-air, we are presenting four very different promotions that offer each advertisers a meaningful way to be part of this year's high profile events. We are also thrilled to also have Geico and the Twix brand returning this year to expand on last year's success," said Katherine Johnson, senior vice president, Turner Entertainment promotions and marketing.
The festival is scheduled Nov. 20-22. Sponsored on-air promotions developed for each advertiser include tagged tune-ins and exclusive billboard placement within the specials. The channel is also planning Movie Extra episodes to drive tune-in and awareness around the festival. Geico will sponsor the Nov. 20 episode.
Visitors to the special will be confronted with advertisers, too. The Geico Gecko will walk around the foyer of the ballroom where specials are to be filmed, taking pictures with visitors. Twix will crate Twix Zones around the resort and all will have event signage in Las Vegas.
A microsite focused on the festival is sponsored by Microsoft and Twix.