Time Warner Cable is dropping the flag on promotional campaign in support of sister company Warner Bros.’s upcoming theatrical, Speed Racer.
The initiative will leverage the cable operator’s video on demand platform, as well as its high-speed Road Runner service, providing users with exclusive content and a sweepstakes opportunity to win a Mazda Speed3.
Based on the anime cartoon of the same name, the film, starring Emile Hirsch in the lead role, debuts in theaters and IMAX locations May 9.
Through May 30, Time Warner Cable will air a series of spots featuring a race between Road Runner and Speed Racer. These cliffhanger promos are expected to drive viewers to RR.com/speedracer, where users can view SpeedRacer-related content, including the movie’s trailer, behind-scenes footage, movie outtakes, cast bios, extras, online games and bloopers. They can also register for the sweepstakes.
Meanwhile, the operator’s Entertainment On Demand and HD on Demand offerings will sport an exclusive 20-minute mockumentary, film trailer, behind-scenes footage, and cast interviews.
“We are very excited to partner with Warner Bros. and their new film Speed Racer,” said Time Warner Cable CMO Sam Howe in a statement. “The Road Runner vs Speed Racer spots, are created in the same visually stunning style used in the movie and tie together this highly anticipated film with our premier high-speed online service, Road Runner Turbo. We are giving viewers the ability to see exclusive content and a chance to win a new car.”