TBS and its flagship show, Conan, are back at San Diego Comic-Con this week and will have the support of two brand partners, AT&T and Snickers. The brands worked with Turner Ad Sales on unique activations designed to enhance the fan experience at the event, and both AT&T and Snickers will benefit from digital integrations with Conan.
"Comic-Con is a unique opportunity to reward fans with access to their favorite shows and on-air personalities, and our sponsors are elevating this connection through even more engagement opportunities," said Jennifer Cohen, senior vice president of entertainment content partnerships, Turner Ignite. "These multi-faceted partnerships not only bring value to fans of TBS and Conan, but also drive deeper consumer interaction, and in turn, business results for our brand partners."
AT&T’s multiplatform sponsorship includes linear custom spots, in-show integration, and digital and mobile tie-ins. At Comic-Con, Conan will be broadcasting from the Spreckles Theatre in San Diego, and AT&T’s main initiative will be to power CONAN360 VR, which will offer fans 360-degree angles and additional VR content. The integration also includes an on-the-ground component for fans, with an additional VR experience at TBS’s booth.
Snickers will also be working with TBS and Conan across platforms. In San Diego, the TBS & Snickers Satisfaction Station at the Petco Park Interactive Zone will give fans the opportunity to dress up and have pictures taken as superheroes, which will result in comic book covers starring the costumed fans.
TBS also worked with Snickers to create a branded video, “Hungry Heroes,” centering around a comic book writer who needs sustenance to fuel his creativity. The content will run across TBS and Adult Swim. It also lives on teamcoco.com and will be distributed via the Team Coco social accounts.
TeamCoco.com features a #ConanCon landing page highlighting all of the Conan happenings at Comic-Con.