Following up on bigger TV efforts where marketers get viewers to produce TV commercials, Turner's Adult Swim late-night block is partnering with Pizza Hut to encourage fans to create a special summer spot. Starting later this month, Pizza Hut and Adult Swim will roll out a marketing campaign with on-air and off-air messages enticing its viewers to create a commercial, asking them to describe their favorite moment involving pizza, via video submission. It will then ask fans to view and vote on their favorite videos on www.adultswim.com/fanmade.
Recent viewer-generated TV commercials promotions have been pushed for years -- especially for big events like the Super Bowl. Doritos is one company that has invested in such efforts. This year, sister-brand Pepsi joined Doritos in asking fans to produce commercials for the big annual football game in a campaign that started last fall.
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The Pizza Hut/Adult Swim promotion "Fan-Made Contest" will have Adult Swim recreating the winning video in a custom commercial for Pizza Hut. The winning fan will receive an all-expense-paid trip to watch it being filmed.
"Adult Swim fans are, without a doubt, some of the most fanatical, creative and outspoken fans in the industry," stated John O'Hara, executive vice president and general sales manager of Adult Swim and sister network Cartoon Network ad sales and marketing. "Programs like this give us a tremendous opportunity to engage them at a very high level, allowing them to interact with our partners in a way that can achieve great results."
The promotion extends to on-site locations. A 10-stop tour will stop at Adult Swim block parties taking place at local venues near college campuses. At each stop, fans can submit their video submissions for the contest, as well as collect free giveaways.