Universal Picture’s upcoming animated feature Despicable Me is taking over TBS with a promotional campaign featuring custom-animated characters, sponsorships and behind-the-scenes content.
The promotion begins June 24 and runs through July 9, when the movie, which stars Steve Carell, opens in theaters.
The campaign will include:
‘ Two sponsored episodes of TBS’s Movie Extra that will feature extended behind the scenes content including cast interviews. The episodes debut June 24 and July 1.
‘ The June 26 episode of Movie and a Makeover also will feature the film with most cast interviews and behind-the-scenes footage.
‘ The week of June 28 will see characters from the movie take over the TBS Breakroom, a fictional setting for spots promoting the network’s programs. The Despicable Me spots will air during the comedy lineup from 3-7 p.m.
‘ The movie will sponsor episodes of The Office on Tuesday from 8-10 p.m. and the animated series Neighbors from Hell on Monday at 10 p.m. with tune-in messaging and sneak peeks.
‘ The movie also will sponsor the July 1 episode of Lopez Tonight, which sill air a sneak peek at the film.
‘It’s always a win for both brands, and our viewers, when we can come together to create a funny, entertaining promotion that lives across TBS programs,’ said Dan Riess, senior VP of marketing and promotions for Turner Entertainment Ad Sales and Marketing. ‘This is a first of its kind for our network ‘ to bring the movie’s animated characters to life in such a big way. Both the studio and Turner have the animation skills and the collaborative approach you need to make this happen.”
