Adult Swim is about to unroll an innovative co-branded promotion developed around the anticipated Nov. 17 release of PlayStation 3 computer entertainment system, featuring the built-in Blu-ray Disc drive, and the hilarious late night original series Robot Chicken. The initiative extends to Adult Swim’s broadband destination Adult Swim Fix, Adult Swim Video-on-Demand, adultswim.com, on-air and a national consumer contest that provides the chance for one viewer to have the show’s creators write them into a third season episode of Robot Chicken running in 2007 and win the highly anticipated PS3.
“One of the biggest assets of our show is the guest appearances,” said Robot Chicken co-creator, writer, director, and co-executive producer Seth Green. “It’s great that we are going to be able to give a fan the complete Robot Chicken treatment".
“This is one of the most innovative and on-brand promotions we’ve created around Adult Swim programming,” said John O’Hara, senior vice president and general sales manager of Adult Swim and Cartoon Network Ad Sales and Marketing. “Robot Chicken is an ideal companion to PlayStation 3 system’s awareness campaign, as one of the top programs reaching men and adults 18-24 and 18-34".
“This custom PlayStation promotion was designed to reach consumers on every level of interaction with Adult Swim’s brand,” said Phyllis Ehrlich, senior vice president, Adult Swim and Cartoon Network Promotions Marketing. “We are also encouraging interaction between the brands by driving viewers to the What Would You Do to be on Robot Chicken and Win a PlayStation3? Contest, the ultimate viewer opportunity".
Starting Oct. 23, adultswim.com will premiere the PlayStation 3 micro site, featuring streaming video, PlayStation 3 new product features, branded links to www.us.playstation.com, and most importantly, point-of-entry for the What Would You Do to be on Robot Chicken and Win a PlayStation3? Contest. Fans will be asked to submit a comedic home video of what they would do to win a role on Robot Chicken and the next generation of entertainment system, PlayStation 3. Secondary prize winners will each receive the PlayStation 3. Adult Swim will create custom on-air messaging driving viewers to the micro site to enter. Following the call for entries period ending on Dec. 31, adultswim.com will refresh the custom micro site to feature the winning entries and a behind-the-scenes look at the making of the winner’s action-figure and Robot Chicken sketches.
Running two weeks in November, Adult Swim Fix, the broadband extension to the wildly popular online destination adultswim.com, will feature contest messaging and PlayStation 3 advertising creative before the start of each featured program. Launched on March 27, 2006, Adult Swim Fix offers viewers free access to full-length programming 24 hours a day, 7 days a week. Each week, Adult Swim Fix features seven episodes from the network’s original comedies and some select anime titles. PlayStation 3 creative will also run on Adult Swim’s Video-on-Demand service.
Robot Chicken, from actor/producer Seth Green and Matthew Senreich, uses stop-motion animation to bring pop-culture parodies to life in a modern take on the variety/sketch show format. In Robot Chicken, no pop-culture target is safe. Legions of action figures are used to spoof everything from Quentin Tarantino’s blood-spattered epics to The Real World. This ratings success story airs on Adult Swim, Cartoon Network’s top-rated late night sister service, and premiered on Feb. 20, 2005. A DVD of the first season, featuring all 20 episodes and behind-the-scenes production footage and loads of other extras, has been a fast-seller since its March 28, 2006 release.
Adult Swim (AdultSwim.com), launched in 2001, is Turner Broadcasting System, Inc.’s network offering original and acquired animated comedy and action series for young adults. Airing overnights six days a week for a total of 45 hours weekly, Adult Swim shares channel space with Cartoon Network, home to the best in original, classic and acquired programming for children and families, and is seen in 91 million U.S. homes.
Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the television industry.
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