Comedy Central Unveils Multiplatform Marketing Campaign for the Launch of Its New Animated Series 'Brickleberry'
via press release:
COMEDY CENTRAL® UNVEILS MULTIPLATFORM MARKETING CAMPAIGN
FOR THE LAUNCH OF ITS NEW ANIMATED SERIES “BRICKLEBERRY”
Campaign to Feature Exclusive Content on Facebook, Tumblr, and Decksi,
Plus an Extensive Ad Campaign and Unique Event Marketing Initiative
Executive Produced by Daniel Tosh and Creators Waco O’Guin and Roger Black
With Voice Talent Including Tosh, Kaitlin Olson, Tom Kenny, David Herman, Jerry Minor and Black
“Brickleberry” Premieres on COMEDY CENTRAL on Tuesday, September 25 at 10:30 P.M
NEW YORK, September 21, 2012 – COMEDY CENTRAL has turned over the controls to its Facebook fans. The brand has rolled out its multiplatform marketing campaign for its new animated series “Brickleberry,” which features the release of segments of the premiere episode based on the number of Facebook “Likes” it receives on the show’s page. This innovative approach along with the release of additional exclusive content on Tumblr, Decksi Cards and custom “Brickleberry” E-Cards will engage COMEDY CENTRAL fans and encourage them to share content with their friends. Executive produced by Daniel Tosh and series Creators Waco O’Guin and Roger Black, “Brickleberry” will premiere on COMEDY CENTRAL on Tuesday, September 25 at 10:30 p.m. ET/PT.
“This innovative launch campaign taps into the savvy social media fan-base that propelled ‘Tosh.0’ into a multiplatform hit,” said Walter Levitt, Executive Vice President, Marketing at COMEDY CENTRAL. “Using platforms like Facebook, Tumblr and Decksi, COMEDY CENTRAL is giving our fans the tools to become brand ambassadors for this new series.”
The multiplatform marketing initiatives for “Brickleberry” include:
The campaign features an exclusive look at the “Brickleberry” pilot, which is being incrementally unlocked on Facebook: with every “Like” milestone set and reached, COMEDY CENTRAL will release a few more minutes of the pilot episode. Fans are encouraged to share the “Brickleberry” page on their Facebook Timelines and invite friends to “Like To Unlock” to view more of the pilot.
Leading up to the September 25 on-air premiere, COMEDY CENTRAL is posting daily behind-the-scenes stills, sketches, character designs, memes and GIFs to its Tumblr and “Brickleberry” Facebook pages. Fans can reblog the posts easily onto their own Tumblr and Facebook pages.
Partnering for the first time with a major media brand, this online trading card service will encourage users to “collect” and consume digital “Brickleberry” content. COMEDY CENTRAL’s deck currently features 17 cards, including two previews clips and four character mash-up videos. The deck will expand to 50 cards by the end of the season and active users will have the chance to unlock extra exclusive content.
In keeping with the show’s “Nature is Filthy” theme, fans can create animated E-Cards to share with Facebook friends by selecting their preferred animal, sex position and dirty message. Once the E-Card is completed, it will appear on the selected friend’s Facebook Timeline along with a link to create and send one of their own. Also as an added bonus, the E-Cards include voiceover audio recorded by Daniel Tosh.
Additionally, in anticipation of the series premiere, COMEDY CENTRAL is extensively promoting “Brickleberry” through advertising on television, online, radio, outdoor and in subways. Also, as a part of the campaign, COMEDY CENTRAL will launch a one-day marketing stunt during the week of the premiere, sure to attract the attention of fans nationwide.
When commuters in select cities head to work on the morning of September 24, they will be greeted by more than 1,500 life-size cut-outs of “Malloy” the bear at major landmarks and intersections across the country. Malloy will be seen uttering something inappropriate and fans will be invited to visit NatureIsFilthy.com for more information.
From Executive Producer Daniel Tosh (“Tosh.0”) and series Creators, Writers and Executive Producers Waco O’Guin and Roger Black (MTV2’s “Stankervision”), “Brickleberry,” co-produced by Fox 21 and COMEDY CENTRAL, is a new animated series revolving around a group of dysfunctional park rangers at a second tier national park. Ten episodes kick off on COMEDY CENTRAL on Tuesday, September 25 at 10:30 p.m., following the fall premiere of “Tosh.0.”
“Brickleberry” voice talent includes Kaitlin Olson (“It’s Always Sunny in Philadelphia”) as “Ethel,” the smoking hot top ranger who is transferred to Brickleberry; Tom Kenny (“SpongeBob SquarePants”) as “Woody,” the head ranger who has good intentions, but not always the best ideas; Dave Herman (“Futurama”) as “Steve,” the overconfident Ranger of the Month; Jerry Minor (“Eastbound & Down”) as “Denzel,” the African American ranger who isn’t comfortable in the woods; Roger Black as “Connie,” the
unusually strong and masculine female ranger, and Tosh as “Malloy,” the cuddly, yet vulgar and spoiled resident bear. Jim Sharp and Ian Friedman are the Executives in Charge of Production for COMEDY CENTRAL.
Available on-air, online and on-the-go, COMEDY CENTRAL (www.cc.com) is the #1 brand in comedy and is owned by, and is a registered trademark of, Comedy Partners, a wholly-owned unit of
Viacom Inc. (NASDAQ: VIA and VIAB). For up-to-the-minute and archival press information and photographs visit COMEDY CENTRAL’s press Web site at www.cc.com/press and follow us on Twitter @ComedyCentralPR for the latest in breaking news updates, behind-the-scenes information and photos.
Fox 21 is a production company housed within Twentieth Century Fox Television devoted to making creatively ambitious scripted series for the cable television market, as well as unscripted shows for both cable and broadcast networks. Fox 21, led by President Bert Salke, currently co-produces the award-winning cable smash hits “Sons of Anarchy” and “Homeland,” which took home the Golden Globe after its first season on the air.
Viacom (NASDAQ: VIA, VIAB) is home to the world’s premier entertainment brands that connect with audiences through compelling content across television, motion picture, online and mobile platforms in more than 160 countries and territories. With approximately 170 media networks reaching more than 600 million global subscribers, Viacom’s leading brands include MTV, VH1, CMT, Logo, BET, CENTRIC, Nickelodeon, Nick Jr., TeenNick, Nicktoons, Nick at Nite, COMEDY CENTRAL, TV Land, Spike TV and Tr3s. Paramount Pictures, America’s oldest film studio and creator of many of the most beloved motion pictures, continues today as a major global producer and distributor of filmed entertainment. Viacom operates a large portfolio of branded digital media experiences, including many of the world’s most popular properties for entertainment, community and casual online gaming. For more information about Viacom and its businesses, visit www.viacom.com.