First-of-Its-Kind Virtual Reality Experience, Custom Content, Free Rides and Exclusive Prizes Surrounding Adult Swim and TBS’ CONAN Top List of Sponsor Integrations Taking Over and Extending Fan Event
The power of Turner Broadcasting and its brands will be on full display at this year’s Comic-Con International: San Diego, with a lineup of events, panels, talent appearances, signings and related sponsor activations that showcase the breadth of the company’s fan-driven brands and unique partnership capabilities. With Adult Swim, Cartoon Network, TBS, TNT and truTV all highlighting some of their most popular shows and talent at the event, Turner Broadcasting Ad Sales has assembled a roster of sponsorship partners that will create unique, engaging activations on-site throughout the Gaslamp District, as well as on-air, digitally and via social media, that will combine to create an enhanced experience for fans of Adult Swim and TBS’ CONAN.
Sponsors for this year’s Adult Swim and CONAN convention experiences include AT&T with a late night industry-first virtual reality experience, KFC with a one-of-a-kind and multi-platform custom content execution, Lexus returning with its popular free ride offering, SNICKERS® with a thematic on-air and digital campaign spanning both networks, and State Farm™ with a robust campaign starring a fiction superhero specifically created for the con.
“Comic-Con is a perfect showcase for the power of the Turner portfolio, and we’re definitely putting it to use for this amazing group of sponsors,” said Dan Riess, executive vice president of integrated marketing and branded content for Turner Broadcasting Ad Sales. “These are breakthrough creative ideas that connect our partners’ brands with our incredible fans. In doing so, we’ll drive big results for our clients.”
TBS and Team Coco will launch CONAN360 VR (virtual reality) sponsored by AT&T, at Comic-Con 2015, marking the first time a late-night show has incorporated virtual reality into its broadcast. CONAN360 VR features two content enhancements for fans: exclusive access via a digital hub, as well as an on-site virtual reality experience. During the week of shows at Comic-Con, 360-degree cameras will be relocated from the edge of the stage to the very center of the set, giving viewers up close and personal access to watch the show as if seated directly between Conan and his celebrity guests each night in San Diego. Fans can access Conan 360 content at teamcoco.com/360 and within the Team Coco mobile and tablet apps. Virtual reality content will be accessible for the first time ever in the Team Coco mobile app by using CONAN Cardboard, which leverages Google Cardboard technology to create a virtual reality experience for fans in a fun and simple way by using their smartphones as a viewer. In the weeks leading into Comic-Con, Team Coco and AT&T will give away limited-edition Conan Cardboards to fans not attending the con so they can view all of the CONAN360 VR content on demand from the comfort of their home. Fans can check out a tutorial on how to access this new virtual reality content at teamcoco.com/360.
The CONAN 360VR experience will also be organically integrated into one of the live shows being broadcast during live from the Spreckels Theater.
To extend the fan experience beyond the theater, AT&T will also sponsor a double-decker bus that will live stream the CONAN broadcast each night from Comic-Con, providing a mobile, pop-up viewing experience for fans around the Gaslamp District, complete with lawn chairs and assorted swag. AT&T branding will also be featured at TBS’ CONAN Bingo fan event at Sushi Art.
Through these custom on-air elements, in-show elements, digital and mobile extensions and on-site activation, AT&T will bring CONAN Comic-Con to fans in a way that has never been done before.
Adult Swim and KFC will bring together two iconic characters for the very first time in a multi-platform program spanning on-air, online and on-site activations that will put Colonel Sanders and the Robot Chicken front and center at this year’s convention. Through the partnership, Stoopid Buddy Stoodios, the studio behind the Emmy® Award-winning series, Robot Chicken, have created three 60-second custom stop-motion spots directed by Tom Sheppard (Robot Chicken) and starring the colonel and the Robot Chicken in an epic space adventure that will play out over the next four months. The first episode, which was created by series co-creators (and Stoopid Buddy Stoodios partners) Seth Green and Matthew Senreich and includes the voices of Robot Chicken cast regulars, will premiere on Thursday, July 9 at the Adult Swim on the Green screening event in San Diego, just before it debuts on Adult Swim later that evening. Free custom-created Robot Chicken t-shirts will be provided for attendees of that event.
Additionally, as part of the partnership around the convention, Adult Swim will create seven customColonel Sanders Wi-Fi enabled statues that will be situated throughout the Gaslamp District and will present the good colonel in unique ways that are only fitting for the con. Convention goers will have to keep their eyes peeled for the full-sized statues which feature Colonel Sanders’ iconic smile dressed in eclectic cosplay including an astronaut, unicorn, Martian, werewolf, anime character, furry and in his traditional white suit. Each day, Adult Swim and KFC will reward a limited number of fans who post photos of themselves and the statues to social media with the hashtag #colonelsanders with free Robot Chicken t-shirts.
When Internet-hungry Con-Goers find the statues and connect to the Wi-Fi, they’ll be directed to a co-branded KFC and Robot Chicken digital hub at adultswim.com/KFC to check out the custom content and learn more about the statues. Also featured in the digital hub, which is now live, is additional information about the upcoming season eight launch of Robot Chicken, Adult Swim’s presence at Comic-Con and more. The hub will be constantly updated throughout the duration of the campaign, with a Robot Chicken Character Creator contest launching in August.
Through an integrated partnership that includes on-air, digital and social components across TBS and Adult Swim, Lexus will be organically incorporated into Adult Swim and CONAN fan experiences surrounding the convention. The carmaker will once again partner with Adult Swim to present its popular Free Rides program, which includes five youthful and fun-to-drive Lexus CT Hybrid vehicles – completely wrapped in custom-designed, co-branded Adult Swim and Lexus artwork – doling out free rides to Comic-Con attendees throughout the Gaslamp District and the San Diego Convention Center. Rides will be provided to adults age 18 and over, and available on a first-come, first-served basis from Thursday-Sunday during Comic-Con. Inside the cars, screens mounted in the backseat will broadcast Adult Swim and Lexus content, along with a social call out, while riders sit back and enjoy the sporty comfort and luxury provided by the Lexus CT.
While in San Diego, Adult Swim and Lexus will film a thirty-second custom spot on-site highlighting the Adult Swim Free Rides promotion, which will air across both Adult Swim and TBS beginning July 24 and feature footage from the convention. Additionally, Lexus will sponsor a custom microsite at adultswim.com/freerides that includes a time-lapsed video of the car wrapping process, downloadable wallpaper and more. Fans can join the social conversation by using #LexusCT.
TBS will create a custom thematic CONAN spot featuring Lexus branding, as well as a series of tagged tune-ins and custom billboards promoting the show’s broadcasts from San Diego in the weeks leading up to and during the convention. The campaign will also include significant digital sponsorships on adultswim.com and teamcoco.com and social amplifications.
TBS and SNICKERS® will fuse their comedic sensibilities to remind fans of the humorous mayhem that can occur when you’re hungry, in keeping with the brand’s global campaign, creating :20 and :60 contextual spots featuring Conan O’Brien and Andy Richter that will air on TBS during the weeks leading up to and throughout Comic-Con. The brand will also receive two in-show integrations during the weeks of June 29 and July 6, as well as sponsorship of a custom branded environment featuring Comic-Con elements on TeamCoco.com and robust media schedule across TeamCoco.com and the Turner Entertainment Network. SNICKERS® branding will also be featured at TBS’ CONAN Bingo fan event taking place from Wednesday-Saturday, July 8-11 at Sushi Art between 6-8pm PT.
For Adult Swim fans, SNICKERS® will help satisfy their hunger for more convention panels with its sponsorship of Adult Swim Panels. Launching July 6 at adultswim.com/panels, the all-new branded digital hub will redirect fans to check out the network’s most popular panels from past conventions to build excitement and anticipation in advance of this year’s event. Then, during the week of July 13, the site will be updated to include four new full-length panels from this year’s con, including Your Pretty Face/Aqua Teen Hunger Force, Rick and Morty, Mike Tyson Mysteries and Robot Chicken. Each video will feature SNICKERS® pre-roll messaging and will be housed in a branded environment presented by the brand. Additionally, a 30-second custom spot will be created and air on Adult Swim throughout the week of July 20, driving fans to the digital site.
Returning for the fourth consecutive year, State Farm will help Adult Swim fans ready themselves for Comic-Con through a comprehensive multi-platform promotion anchored around “Super Steve Frost,” a helpful superhero character created to educate con-goers on navigating the ins and outs to a successful convention experience. The network has created three new custom videos starring Nathan Barnatt as Super Steve Frost that will air on Adult Swim in the weeks leading up to Comic-Con and drive viewers to a custom-created digital hub at adultswim.com/statefarm to enter the “Super Steve Frost and the Super Fun Con Kit Sweepstakes.” At the site, fans can enter the sweepstakes by completing an online form and also participate in an instant win game, plus gain additional sweepstakes entries by taking to social media to suggest what essentials to include in the network’s super fun con kit by using the hashtag #SFConKitSweeps on Twitter or Instagram. One grand prize winner will win $1000 cash as well as a con kit of their very own, and 100 instant win game prize winners will receive a super fun con kit. For more information about the Super Steve Frost and Super Fun Con Kit Sweepstakes, including official rules, visit adultswim.com/statefarm.
In addition, for con-goers in San Diego, State Farm will sponsor an Adult Swim PrizeCycle brought to you by State Farm that will travel throughout the Gaslamp District. The souped-up bicycle will be featured at various locations within the Gaslamp District, giving fans an opportunity to win Adult Swim prizing, State Farm swag and more.
Further, State Farm will also bring back its popular golden ticket promotion to provide select fans for an enhanced con experience with the Adult Swim State Farm VIP Experience Sweepstakes. Beginning at 10:00 a.m. on Thursday, July 9 Adult Swim will randomly distribute 10 golden tickets, each granting one lucky fan plus one guest VIP status for a host of Adult Swim happenings at this year’s con, including fast pass access to the Meatwad Full Dome Experience, Adult Swim swag bag, and more.
About Turner Broadcasting Ad Sales
Turner Broadcasting Ad Sales monetizes the company’s portfolio of leading news, sports, kids and entertainment properties through advertising and brand activations. Attracting a wide-scale audience of diverse consumers, the collection includes leading media brands CNN, HLN, TBS, TNT, truTV, Cartoon Network, Boomerang, Adult Swim, Bleacher Report and Turner Sports’ high-profile coverage of the NBA, MLB, NCAA and PGA. In addition, the company has digital sales partnerships with the NBA, NASCAR, NCAA and PGA.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news; entertainment; kids and young adult; and sports media environments on television and other platforms for consumers around the world.
KFC Corporation, based in Louisville, Ky., is the world’s most popular chicken restaurant chain. KFC specializes in Original Recipe®, Extra Crispy™, Kentucky Grilled Chicken®, Extra Crispy™ Tenders, KFC Go Cup®, Famous Bowl®, pot pies, freshly made chicken sandwiches, biscuits and home-style side items. There are more than 19,400 KFC outlets in 120 countries and territories around the world. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE: YUM.) For more information, visit www.kfc.com. Follow KFC on Facebook (www.facebook.com/KFC) and Twitter (www.twitter.com/kfc).
About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a “mutuality of benefits for all stakeholders” – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.
Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints. Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA™ and WISDOM PANEL™.
About Stoopid Buddy Stoodios
Stoopid Buddy Stoodios is an artist-friendly collective that houses some of the finest talent in all of animation. Founded by partners Seth Green, John Harvatine IV, Matthew Senreich and Eric Towner, the company has a knack for creating unique visuals and telling character driven stories with an uncanny sensibility. Stoopid Buddy Stoodios is home to the longest running stop-motion show on television, Robot Chicken, as well as Sony Pictures Animation’s hybrid animated feature “Superbago,” Sony Crackle’s “SuperMansion,” Denny’s “The Grand Slams,” Mattel’s “WWE Slam City,” L/Studio’s “Friendship All-Stars,” MAD’s stop-motion “Spy vs. Spy,” among many others.
The company’s two-building campus and state-of-the-art facility located in Burbank, CA, makes it the largest studio specializing in stop-motion animation in California. The company’s work covers the animation gamut, ranging from charming hand-crafted animation all the way to high-end feature quality animation.
For more information, please visit www.leagueofbuddies.com