Facebook and TBS Announce Branded Comedy Partnership
Cable channel TBS is teaming up with Facebook to add more branded comedy entertainment options for advertisers.
The high-rated comedy network is utilizing Facebook to extend distribution with another recent partnership — Jason Bateman and Will Arnett’s digital ad and production company, DumbDumb. TBS will work with DumbDumb to give six brands up to six short-form customized comedy videos.
According to Facebook, the TBS and DumbDumb partnership will help brands distribute and promote content across multiple platforms, while engaging with Facebook’s 901 million active users.
“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,” says Carolyn Everson, VP, Global Marketing Solutions at Facebook.
Sources close to Facebook said that the content is going to live on a variety of channels, but the brand sponsors will ultimately decide where that content lives — whether that be on their own sites, on TBS.com, or the brand or TBS’s Facebook page.
Commercials will also air on TBS to drive viewers to the brand’s web and social platforms.
Turner Broadcasting announced a partnership with Funny Or Die earlier this month, forming a strategic alliance between the comedy website, TBS and Adult Swim.
Funny Or Die is well-known for helping advertisers provide branded entertainment, and other companies like Buzzfeed are using emotional intelligence to help marketers engage in social media. Increasingly, branded content partnerships are proving to be a smart way to build virility and shareable content with a targeted audience.
It’s a smart — and forward-thinking — approach for TBS to offer these branded spots to their advertisers. At the television upfronts last week, lots of networks talked about giving advertisers more value across multiple screens, but few offered concrete examples of how they planned to do it. If TBS succeeds, this could become more common across the television landscape.
“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,” says Donna Speciale, president of Turner Entertainment and Young Adults Ad Sales.
What do you think about comedy ad production companies like DumbDumb or Funny Or Die? Would you like to see more marketers approach this method of advertising? Let us know in the comments.