MUMBAI: US cable network TBS and online social network Facebook are coming together for a new agreement that extends TBS‘s distribution plan for DumbDumb comedy shorts.
The new branded entertainment content opportunities were announced recently by the network, along with the advertising and digital production company launched by comic actors Jason Bateman and Will Arnett, in partnership with Ben Silverman‘s multimedia studio Electus, an operating business of IAC.
The TBS and Facebook agreement combines branded video content with the scale, targeting and reach of the Facebook platform.
Turner Entertainment and Young Adults ad sales president Donna Speciale said, "As consumer viewing habits have changed, and advertisers look to integrate within sharable and entertaining media, we are very pleased to announce TBS‘s partnership with Facebook for DumbDumb branded content. We are not just talking the talk about innovation; we are actively developing ways for our advertisers to creatively immerse their brands through a multi-screen approach that delivers great video to an engaged and interested audience on Facebook."
Facebook VP, global marketing solutions Carolyn Everson added, "Through this partnership with TBS for DumbDumb content, Facebook will not only help brands distribute and promote their content across the platform, but through social engagement will drive consumption of that content. Facebook and television work perfectly together, as Facebook has become the location where viewers discuss, experience, and share what they watch and what they love, creating true word of mouth at scale."
Electus chairman, founder Ben Silverman said, "When we built and launched DumbDumb with Jason and Will, we always wanted to deliver content wherever the consumer was consuming it. The Dummies and I are very excited about this partnership so we can Turner and Facebook all at once."
Through this deal with Facebook, the comedic videos will extend even further beyond the sponsor‘s engaged social media platforms and the powerful reach of Turner Digital. Marketing will be custom-developed with each sponsor‘s target audience and brand goals in mind.
The initial agreement calls for DumbDumb to produce up to six short-form comedy videos for TBS.com, each featuring a sponsor‘s brand integration and the DumbDumb stable of comedic stars. In addition, participating sponsors have the opportunity to showcase the videos across multiple screens and social platforms, including their Web sites, You Tube channels, Facebook pages, and Twitter feeds, among others. To provide even further reach for the client‘s brand message, TBS will promote tune-in through popular and relevant comedic shows like Conan, Family Guy and The Big Bang Theory, as well as across the Turner Digital network of online and mobile destinations, including Teamcoco.com, AdultSwim.com and NBA.com.
