Turner Unveils Sponsors for TBS PRESENTS A "VERY FUNNY" FESTIVAL: JUST FOR LAUGHS
Turner Unveils Branded Platforms
for Miller Lite, TWIX� and Kia Motors Around
TBS PRESENTS A "VERY FUNNY" FESTIVAL: JUST FOR LAUGHS
Turner Entertainment is unveiling custom promotions for Miller Lite, the TWIX� brand and Kia Motors America (KMA) for the first-ever TBS PRESENTS A "VERY FUNNY" FESTIVAL: JUST FOR LAUGHS taking place in Chicago this June. On-site interactive and promotional presence; branded online exposure; "The TWIX� Funniest College Student on Campus Contest" search; custom tune-ins; cross network promotions, including branding during the NBA Playoffs on TNT; and additional marketing elements will make up the sponsorships and promotions driving awareness around the event.
TBS will tape three prime time specials during the Festival, which takes place Wednesday, June 17 � Sunday, June 21. They will air the following weekend on TBS, with Let Freedom Hum � An Evening of Comedy Hosted by Martin Short premiering Friday, June 26; Ellen's Bigger Longer and Wider Show, presented by Ellen DeGeneres, premiering Saturday, June 27; and Comedy You Can Believe In with David Alan Grier premiering Sunday, June 28. Miller Lite, TWIX� and Kia Motors will each sponsor the primetime specials and receive branded presence in tune-in spots leading into the specials, as well as in-show billboards featured as the program breaks into commercials. All three brands were also present in ticket sales spots airing across TBS.
"The Festival is an ideal opportunity for any strategic marketer looking to reach and engage comedy-lovers, and we are pleased to have Miller Lite, TWIX� and Kia Motors all on board for our first year partnering for this event," said Katherine Johnson, senior vice president of Turner Entertainment Promotions and Marketing. "Our TBS marketing partners will be front and center with consumers checking out the performances, whether it's on-site or on-air, and significantly present through each of their individually customized promotions."
Miller Lite will have a significant presence on-site at the Festival, including presenting sponsorship for key comedy shows taking place at The Chicago Theatre. In addition to sponsoring the prime time specials and on-site branding, Miller Lite also sponsored a custom 30-second promotional ad produced around the NBA Playoffs on sister network TNT. The spot featured Charles Barkley, Ernie Johnson and Kenny Smith discussing in comedic fashion the Chicago Bulls, the city of Chicago and the upcoming TBS PRESENTS A "VERY FUNNY" FESTIVAL: JUST FOR LAUGHS. The ad promoted ticket sales and the Miller Lite brand. Miller Lite will also participate in ticket promotions sending legal drinking age visitors to some of the must-see shows featuring Ellen, George Lopez, Mike Epps, Bill Engvall and Lisa Lampanelli.
"We are excited to partner with TBS to deliver consumers great taste in beer and comedy for this first-ever prime time comedy special," said Grant Leech, vice president, Miller Lite. "This is a great integrated marketing program that has allowed us to continue to reinforce the great taste of Miller Lite through print, television and online, as well as on-site activation. And we're very happy Chicago was chosen as a back drop for this all-star comedy event, as it's one of our largest markets for Miller Lite."
TWIX� will expand its primetime on-air sponsorship to online sponsorship for all Festival content, including pre-roll content for Just For Laughs video on TBS.com and branding throughout the Just For Laughs Web site. TWIX� will also have major on-site activation, with sampling throughout the Festival and sponsorship of the festival shows taking place at the Rosemont Theatre, featuring performances by George Lopez. In addition to significant signage and branded segways utilized by the street teams, The Rosemont Theatre will feature a TWIX� prize wheel for visitors to participate in the chance to win giveaways. As sponsor, TWIX� has also partnered with the Festival for an interactive consumer promotion. "The TWIX� Funniest College Student on Campus Contest" encouraged students to submit a funny-focused video via www.funnieststudent.twix.com. The grand prize is $3,000 cash, as well as the opportunity to see and taste the business of comedy with a behind-the-scenes experience in Chicago during the upcoming Festival. Semifinalists will each receive a year's supply of TWIX�. Consumers can check out the winner and his winning video now posted at the Web site. TWIX� will also sponsor a TBS Movie Extra episode airing June 25, featuring the film Nacho Libre. The episode will include messaging to drive awareness for the Festival.
"Our partnership with TBS PRESENTS A "VERY FUNNY" FESTIVAL: JUST FOR LAUGHS is a great platform to underscore our humorous and fun marketing for TWIX�," said Michele Kessler, vice president of marketing, Mars Snackfood US. "Through �The TWIX� Funniest College Student on Campus Contest' we were able to champion and celebrate college student's passion for taking a pause with TWIX� and their love for humor."
Kia Motors will join TBS PRESENTS A "VERY FUNNY" FESTIVAL: JUST FOR LAUGHS through on-air and on-site brand presence. In addition to promotions around the TBS primetime specials, Kia also will sponsor a special TBS Movie Extra episode airing June 18 within the movie American Pie 2 that includes awareness for the Festival. Throughout the on-site performances in Chicago, Kia will be branded within Festival signage and hospitality areas.
"By teaming with Turner Entertainment Kia Motors has the unique opportunity to connect with consumers who enjoy comedic performances through a variety of mediums," said Michael Sprague, vice president of marketing of KMA. "As Kia Motors continues to launch all-new and style driven products like the Soul and Forte sedan, promotions like these provide us the opportunity to be top of mind with our target audiences."
All three sponsors were also present in the print marketing campaign driving awareness for TBS PRESENTS A "VERY FUNNY" FESTIVAL: JUST FOR LAUGHS. This locally based outreach included several outlets, such as the Chicago Tribune and Time Out Chicago.
TBS PRESENTS A "VERY FUNNY" FESTIVAL: JUST FOR LAUGHS will bring together the biggest names in comedy, including George Lopez, Bill Engvall, Lisa Lampanelli, Jimmy Fallon, Russell Peters, Louis CK, Jim Jefferies, Bob Odenkirk and Mike Epps, to name a few. Among the many events slated for the Festival are live performances by comedy headliners, a showcase of alternative comedy at the Lakeshore Theater, a series of performances by local Chicago talent and a film festival at the Gene Siskel Film Center of the School of the Art Institute of Chicago. A special kickoff event on Tuesday, June 16, at the Music Box Theatre, will honor the Chicago-born filmmaker/actor Harold Ramis with a Lifetime Achievement Award, followed by a special screening of Ramis' eagerly anticipated comedy Year One, starring Jack Black (School of Rock) and Michael Cera (Juno).
TBS also announced it has greenlit THE VERY FUNNY SHOW, a new half-hour, late-night standup series hosted by Tim Meadows (TBS's The Bill Engvall Show, Saturday Night Live) and slated to premiere in November. The series will feature performances by 30 fresh comedic talents, all filmed at the Zanies Comedy Club in Chicago during the Festival.
This event marks the first Just For Laughs comedy festival in the United States. TBS and Just For Laughs are also collaborating with the largest independent promoter in the United States, Chicago-based Jam Productions, LTD and Outback Concerts.
ABOUT MILLER LITE
Miller Lite, is the great tasting, less filling beer that defined the American light beer category in 1975. Today, Miller Lite is the ultimate light beer, known for its inherent quality of great taste. Miller Lite is the only beer to win four gold awards in the World Beer Cup� for best American-Style light lager (2006, 2002, 1998, 1996).
TWIX�, a Mars Snackfood US brand under the Mars US division, is known for its crispy crunchy cookie, smooth creamy chocolate and delicious chewy caramel taste. The TWIX� Caramel Cookie Bar was first introduced in the United States in 1979. Existing product lines includes: TWIX� Caramel Cookie Bars, TWIX� Peanut Butter Cookie Bars and TWIX� Brand Ice Cream. For more information, please visit twix.com.
About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 625 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."
Kia Motors America is the "Official Automotive Partner of the NBA." Information about Kia Motors America and its full vehicle line-up is available at its Web site � www.kia.com. For media information, including photography, visit www.kiamedia.com.
About Just for Laughs
Just For Laughs is active in many areas of entertainment production including festivals, television, theater and touring. Its inaugural festival 27 years ago is now the world's largest and most prestigious comedy event welcoming over 2 million people each summer. During its 27 years, the Montreal Festival has featured some of the top comics in the world, including Jerry Seinfeld, Dave Chappelle, Jon Stewart, Chris Rock, Ray Romano, Dane Cook, John Cleese, Rowan Atkinson and Tim Allen. Each year, more than 1,000 industry executives are drawn to Montreal for what is considered the hottest breeding ground for new talent. In spring 2006, the company's French division launched the Festival Juste pour rire Nantes Atlantique in France and, in 2007, Just For Laughs launched the Just For Laughs Toronto Festival, both to great success. The newest city added to the list is Chicago with TBS Presents a "Very Funny" Festival: Just For Laughs, set to debut this summer. The company also successfully tours across the globe bringing some of the festivals' best talent to Canada, the United States, Bermuda and Asia and has personal management offices in Los Angeles, Paris, London and Montreal. Just For Laughs television shows are seen in over 139 countries and on more than 97 airlines around the world and in the past have been seen on MTV, Showtime, HBO, CMT, BBC America, ABC and Fox. Just For Laughs: Montreal is premiering on Comedy Central this May. Just For Laughs is currently seen in Canada on CBC, as well as The Comedy Network.
TBS, a division of Turner Broadcasting System, Inc., is television's top-rated comedy network. It serves as home to such original comedy series as My Boys, The Bill Engvall Show, Tyler Perry's House of Payne and Meet the Browns; an eagerly anticipated late-night series starring George Lopez; hot contemporary comedies like The Office, My Name is Earl, Sex and the City, Everybody Loves Raymond, Family Guy, King of Queens, Seinfeld and Friends; specials like Funniest Commercials of the Year; special events, such as TBS Presents a "Very Funny" Festival: Just For Laughs in Chicago in June; blockbuster movies; and hosted movie showcases.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.