TBS and Facebook Announce New Distribution Partnership for DumbDumb Digital Comedy Shorts
Announcement Builds on Deal with Electus and Jason Bateman and Will Arnett's DumbDumb
TBS and Facebook [NASDAQ: FB] are coming together for a new agreement that extends TBS's distribution plan for DumbDumb comedy shorts. The new branded entertainment content opportunities were announced recently by the network, along with the advertising and digital production company launched by comic actors Jason Bateman and Will Arnett, in partnership with Ben Silverman's multimedia studio Electus, an operating business of IAC [NASDAQ: IACI]. The TBS and Facebook agreement combines branded video content with the scale, targeting and reach of the Facebook platform.
"As consumer viewing habits have changed, and advertisers look to integrate within sharable and entertaining media, we are very pleased to announce TBS's partnership with Facebook for DumbDumb branded content," said Donna Speciale, president of Turner Entertainment and Young Adults Ad Sales. "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."
"Through this partnership with TBS for DumbDumb content, Facebook will not only help brands distribute and promote their content across the platform, but through social engagement will drive consumption of that content," said Carolyn Everson, VP, Global Marketing Solutions at Facebook. "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."
"When we built and launched DumbDumb with Jason and Will, we always wanted to deliver content wherever the consumer was consuming it," said Ben Silverman, Chairman and Founder of Electus. "The Dummies and I are very excited about this partnership so we can Turner and Facebook all at once."
Through this deal with Facebook, the comedic videos will extend even further beyond the sponsor's engaged social media platforms and the powerful reach of Turner Digital. Marketing will be custom-developed with each sponsor's target audience and brand goals in mind.
The initial agreement between Turner and Electus calls for DumbDumb to produce up to six short-form comedy videos for TBS.com, each featuring a sponsor's brand integration and the DumbDumb stable of comedic stars. In addition, participating sponsors have the opportunity to showcase the videos across multiple screens and social platforms, including their Web sites, You Tube channels, Facebook pages, and Twitter feeds, among others. To provide even further reach for the client's brand message, TBS will promote tune-in through popular and relevant comedic shows like Conan, Family Guy and The Big Bang Theory, as well as across the Turner Digital network of online and mobile destinations, including Teamcoco.com, AdultSwim.com and NBA.com.
In just two short years, DumbDumb has made a name for itself creating memorable comedy videos for such companies as Orbit, Old Navy and Denny's, the latter serving as the setting for the star-packed online talk show Always Open. Bateman and Arnett's comedic reputation, which is in part fueled by their brilliant performances on the acclaimed comedy series Arrested Development, helps DumbDumb attract an impressive array of on-screen talent, including Sarah Silverman, Amy Poehler, Will Forte and Kristen Bell, to name a few.
Click here for a video introduction to DumbDumb: http://bit.ly/GHCOvy
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DumbDumb is a digital content and production studio led by Jason Bateman and Will Arnett. By using their well-known comedic tone and sensibility, DumbDumb creates and produces brand-inspired entertainment content that reaches audiences across all forms of social, digital and traditional media. Their goal is to enhance traditional marketing and advertising activities, and ultimately revolutionize the way advertisers connect with their audiences. With the backing and distribution expertise of Ben Silverman's multimedia entertainment studio, Electus, and IAC, DumbDumb is a valuable strategic and creative resource for brands looking to harness the power of entertainment and humor. For more information about DumbDumb, visit www.DumbDumb.com.
Electus is the first integrated multimedia entertainment studio to unite producers, creators, advertisers and distributors under one roof and produce all forms of content for distribution across a variety of platforms around the world. Headed by Ben Silverman in partnership with IAC [NASDAQ: IACI], the company connects advertisers, distributors and content creators early on in the development process, enabling marketers and advertisers to be a true partner in campaigns and content creation. Electus International, the global distribution arm of Electus, is responsible for all international sales and distribution for Electus' programming and its studio partners as well as programs and formats from other well-known 3rd party providers. For more information on Electus, visit www.electus.com.
TBS is basic cable's #1 network among young adults in primetime. Available in 100 million households, TBS features the Emmy(R)-nominated late-night series CONAN, starring Conan O'Brien, and original primetime comedy series like Men at Work, Sullivan & Son, Cougar Town, Wedding Band, Tyler Perry's For Better or Worse, King of the Nerds (w.t.), Deon Cole's Black Box and Who Gets the Last Laugh? (w.t.). TBS also features an outstanding slate of contemporary comedies, such as The Big Bang Theory and Family Guy, as well as blockbuster movies and championship sports. In addition, TBS produces special live comedy events, like the star-studded comedy festival held each year in Chicago.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news; entertainment; animation and young adult; and sports media environments on television and other platforms for consumers around the world.