Adult Swim is known for its attention-grabbing network IDs and funny branded content pieces, like the Rick and Morty spot below in which Morty complains about being in a branded content piece:

But the network isn’t stopping on its quest to keep audiences’ attention and keep brand partners coming, so the Turner channel has launched “Beyond the :30,” a platform that features an entire commercial break takeover.

This week, Adult Swim launched the takeover with Cricket Wireless.

The partnership began with Monday’s episode of Family Guy at 11:30 p.m. and continues every Monday for the next three weeks. Each “commercial pod takeover” involves branded content, custom integrations and commercials throughout the time slot.

Cricket Wireless takeover schedule
Cricket Wireless takeover schedule

The Cricket Wireless partnership begins with a 10-second “Presented By” billboard to introduce the time slot, when the Cricket logo will replace Adult Swim’s on-air bug throughout half of the episode.

The “commercial pod,” which will last through the show’s first ad break, will feature a 10-second custom branded InstaVine created by Adult Swim.

The spot highlights the Cricket Wireless logo in a “hypnotic cityscape setting,” according to the network, and will allow the programming transition smoothly into the break. A 90-second infomercial branded content piece, which was also created by Adult Swim, follows, followed by a 30-second straight commercial from Cricket.

Adult Swim says that this is the natural next step for both viewers and sponsors, cutting through the on-air clutter for a more meaningful experience for brands.

“We are committed to leading the industry in producing the best possible video experience for our consumers and our advertising partners,” said Donna Speciale, president of Turner Ad Sales. “Building on last month’s truTV announcement where we promised significant changes to commercial clutter, Adult Swim is the ideal brand to lead the industry beyond the :30. As a go-to destination for millennial audiences with a distinct voice and expectation about their viewing experience, we’re able to create an immersive space where storytelling won’t stop at the commercial break. This is a win for everyone.”

Cricket’s “Beyond the :30” deal will extend to VOD, mobile and digital platforms, including a digital page at adultswim.com/cricket. Turner’s Emerging Consumers division will provide its brand partners with research about resulting brand awareness and sales after the deal is complete.

[Image courtesy of Adult Swim]

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