![]() This advertisement initially shocked users on Reddit and fan sites because of a brief moment when an Old Spice can gobbles up Butter Robot, a fan-favorite, lard-dispensing character (this ad wasn't Butter Robot's demise-keep reading to discover its fate).īrands started noticing “Rick and Morty” when its popularity erupted in season two, but there was a long learning process to figuring out the perfect formula for authentic brand partnerships-until they struck gold, says King. He even counts a stack of cash in the video’s conclusion. Rick’s overtly scripted delivery (he literally pulls out a script) is notably less enthusiastic than in the Carl’s Jr. This time, Rick’s early morning intrusion into Morty’s bedroom was accompanied by anthropomorphized canisters spraying mist. In October 2017, the same month as the show’s season three finale, “Rick and Morty” debuted a snarkily similar ad for Old Spice’s spray deodorants. WarnerMedia shared that the spot generated 32.4 million impressions during a one-week social flight and that branded posts related to the campaign generated at least 17 times more engagement than the average post from the year’s top 500 consumer brands. Hardee's really got their money's worth on this one.” Reddit user Sperminator6969 reported that on YouTube, Adult Swim’s original posting collected “a million views in 24 hours for a 30-second commercial. proclaiming “Morty, wake up, we’re in a Carl’s Jr., Hardee’s commercial right now.” Grotesquely animated versions of the fast food restaurant’s burgers follow Rick, sloshing gore-like sauce all over Morty’s room to his vociferous dismay. The spot shows Rick bursting into Morty’s bedroom at 4 a.m. 30, 2015 when a video for Carl’s Jr & Hardee’s premiered for broadcast -and later on social media-just over a month after the show’s season two finale. ![]() “Rick and Morty” first disrupted the advertising universe on Nov. And it's really about bringing our clients and their brands close to those fans, which are pretty sought after.”įrom traditional video spots to award-winning campaigns and immersive pop-ups, “Rick and Morty” partnerships have run the gamut as the brand discovered its marketing identity over time, including intervention from prolific director Ridley Scott, restaurant riots, and lots and lots of Pickle Rick products. “IP is probably the most important thing that we have in this company. “‘Rick and Morty’ has been an anchor program for us for a long time and I'm thrilled that each year we do interesting and unique things with them,” Katrina Cukaj, who leads ad sales and partnerships at WarnerMedia, told Ad Age. Adult Swim’s marketing pillars include an authentic understanding of the show’s voice, complete creative collaboration, new and expansive ideas and, most importantly, gratitude to the fans, says Jill King, senior VP of marketing and partnerships for Adult Swim, Cartoon Network and Boomerang.īelow, a deeper look at what has worked and why: And Rick said, 'Let there be partnerships' ![]() ![]() To uncover secrets behind the show's collaboration success-and what other brands can learn from it-Ad Age recently caught up with executives tied to the show, as well as multiple brands that have struck deals over the years. The latest stunt comes from Wendy's, which last month temporarily slapped the name "Morty's" on one of its restaurants. As the show rocketed to the top of ratings lists, pulled in two Emmys for “Outstanding Animated Program” and ranked second among most-pirated shows during the pandemic, brand partnerships became an inevitability, just like for most long-running TV shows.īut "Rick and Morty" has proven to pull them off better than most, with brands in categories ranging from snacks to movies gaining major notice with creative tie-ins. In its second season, however, the show about an alcoholic, mad-scientist grandfather, Rick, his anxious grandson, Morty, and their satirical, inter-dimensional adventures began building an immense fandom among young adults. When “Rick and Morty” crash landed on Adult Swim in 2013, its niche humor and wacky brand of science fiction didn’t seem primed for mainstream success.
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