Comedy Central’s “Moonbeam City” won’t premiere until next year, but it’s never too early to start promoting, so the network’s marketing team, spear-headed by Shawn Silverman, director of brand marketing, created an immersive experience for would-be fans of the animated show.

The animation style of “Moonbeam City,” created by Titmouse, looks much like the cover of Duran Duran’s “Rio.” It’s set in a vague “future-past,” according to the producers, with sort of a Miami Vice-noir feel.

Children of the 80s remember this album well.
Children of the 80s remember this album well.

To take advantage of that atmosphere, Comedy Central designed a no-badge-required laser tag competition housed directly across from the San Diego Convention Center at The San Diego Wine & Culinary Center (200 Harbor Drive, #120) from 11 am- 8 pm on Friday, July 25, and Saturday, July 26. Silverman says the network decided on the concept last February or March, and he visited San Diego to scout locations for the first time in April. A full team was required to create the experience, including a laser-tag vendor and a set designer.

The space is black-lit, with lots of neon lights and a play space that includes custom assets from Moonbeam City, as well as clips from the show and a specifically-selected soundtrack. Players will have seven minutes to prove that they should be named Moonbeam City’s top cop. And whether they emerge victorious or defeated, prizes, a gif photo booth and a bar await them at the end so everyone’s a winner.

On Saturday, Comedy Central talent, including Blake Anderson, Anders Holm and Kyle Newacheck from the cast of “Workaholics,” will come by to play laser tag and sign autographs.

The show – described by HitFix’s Alan Sepinwall as “the single sleaziest, horniest, and most absurd take on “Miami Vice”-style crime dramas I’ve ever seen”—boasts an all-star cast of voice talent, including Rob Lowe as Det. Dazzle Novak, Will Forte, Elizabeth Banks and Kate Mara. Novak is a “handsome idiot who’s committed more crimes than most criminals,” while Banks plays his tough-as-nails boss and Forte a hot-shot rookie who’s after his job. The show is produced by Will Gluck’s Olive Bridge Entertainment in association with Titmouse Studios.

But it won’t be all about “Moonbeam City.” Comedy Central is also promoting its upcoming “Shart Week” (during Discovery’s Shark Week) with branding in the bathrooms. Old Spice also will be on site handing out “recharge” bags, including such samples as deodorant, shampoo, body wash, mints and towels.

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