Thursday, July 17, 2014
SDCC 2014: Adult Swim Joins Forces with Intel, Lexus & State Farm to Create Ultimate Fan Experience
“As the top programming destination for millennials, advertisers recognize Adult Swim’s relationship with young adults and look to us to better align themselves with marquee events like Comic-Con,” said Joe Hogan, executive vice president, Young Adult Ad Sales for Turner Broadcasting. “With these new promotions, we have taken this extraordinary convention experience and amplified it for all of our fans, whether they’re at the con or following along at home.”
Returning for the third consecutive year, State Farm will help Adult Swim fans ready themselves for Comic-Con through a comprehensive multi-platform promotion. To kick off the campaign, the two brands will create five custom videos – two on-air spots and three digital content pieces – featuring Super Steve Frost (Nathan Barnatt), a helpful superhero invented just for the occasion. The spots will air on Adult Swim and online at a custom-created mini-site, adultswim.com/statefarm. Super Steve Frost makes his debut in a thirty-second spot that airs on the network this week and introduces three custom videos, offering fans assistance on how to create the ultimate homemade costumes, what to pack for the trip, and how to rule the con. Then, a spot providing a recap of Super Steve Frost’s experience at Comic-Con will be developed and air on Adult Swim during the week of August 18. The Super Steve Frost campaign from State Farm will be promoted across both the Adult Swim and State Farm suites of social media channels throughout the duration of the promotion.
In addition, State Farm will sponsor an Adult Swim branded “Cool Treats” ice cream truck that will feature Super Steve Frost handing out refreshing treats and special help items to con-goers throughout the weekend. The truck will be featured at various locations within the Gaslamp District and on-site at the Adult Swim Fun House and Planetarium. State Farm branding will also be featured on lockers at the Adult Swim Fun House, wherein fans can drop off their free swag from the con while they make their way through the one-of-a-kind experience.
Further, State Farm will also bring back its popular Adult Swim’s Get to a Better State Sweepstakes, featuring the golden ticket promotion. Beginning at 10:00 a.m. on Thursday, July 24 at the Adult Swim booth (#3721), the network will distribute a custom brochure filled with details on its panels, events and off-site activations. Randomly included in select pamphlets during the first day will be 10 golden tickets, each granting one lucky fan plus one guest V.I.P. status for a host of Adult Swim happenings at this year’s con, including seating at the network’s show panels, fast pass access to the Adult Swim Fun House and Meatwad Full Dome Experience, and more. To access full rules, including eligibility, visit the Adult Swim booth (#3721) or head online to adultswim.com/viprules.
“We understand how passionate people are about the things they collect. Whether it’s comic books or costumes, action figures or autographs, State Farm protects people’s prized possessions, so they can spend time enjoying all that goes along with their passion,” said Tim Van Hoof, Assistant Vice President, Marketing, State Farm. “Comic-Con gives us a great opportunity to have some fun, and make sure people know we can help.”
Lexus will return to Comic-Con with Adult Swim as part of its “Free Rides” program that launched in 2012. Five Lexus CT Hybrid vehicles – completely wrapped in Adult Swim artwork and featuring both Adult Swim and Lexus branding – will offer Comic-Con attendees free rides throughout the Gaslamp District. Rides will be provided to individuals age 18 and over, and available on a first-come, first-served basis. Inside the cars, screens mounted in the backseat will broadcast Adult Swim and Lexus content 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 on the network during the week of August 11 and feature footage from the convention. Additionally, Lexus will sponsor a custom microsite at adultswim.com/freerides that includes a time-lapse video of the car wrapping process, downloadable wallpaper and more.
“Our activation with Adult Swim delivers on Lexus’ commitment to authentically connect with a more youthful audience,” says Lexus Media Manager, Teri Hill. “The CT Hybrid ‘Free Rides’ program celebrates a ‘live a full life’ and ‘free-spirited’ attitude which aligns perfectly with Comic-Con weekend and the mindset of the next generation of luxury buyers.”
New partner Intel will bring the excitement of Comic-Con home for those fans who can’t make it to the event, with its digital sponsorship of adultswim.com/panels. Launching July 21, the all-new site will feature six of the network’s most popular panels from 2013 to build excitement in advance of this year’s event. Then, on August 1, the site will be updated to include six full-length panels from this year’s event, including Robot Chicken, Rick & Morty, Mike Tyson Mysteries, Triumph, The Venture Bros. and an Adult Swim animation panel. Each video will feature Intel pre-roll messaging and will be housed in a branded environment presented by Intel. Additionally, a custom on-air spot will be created and air on Adult Swim throughout the week of August 3, driving fans to the digital site.
Adult Swim will host a series of panels, signings and events highlighting some of its most popular shows such as Robot Chicken, The Venture Bros., Childrens Hospital, and Rick and Morty, as well as highly-anticipated new series Mike Tyson Mysteries and the live-action series starring Triumph the Insult Comic Dog and Jack McBrayer. Fans can check out the Adult Swim booth on the convention floor (booth #3721), experience the popular Adult Swim Fun House and all-new Meatwad Full Dome Experience, plus much more.