WINNER: Activation $2 Million to $5 Million, Activation by a Media Brand
ADWEEK JUNE, 2020: How do you connect with Adult Swim fans who are, in the network’s own words, “deeply skeptical of traditional advertising and irrelevant sponsorships?” Ahead of the new Season 4 premiere of Rick and Morty, the network transformed Adult Swim Festival 2019 into a celebration of the cartoon in the form of two packed days of music, comedy, panels, games, prizes, cosplay and talent appearances. The Rick and Morty-themed festival featured a 50-foot-high branded slide, a bucking bronco hot dog ride, an inflatable cat joust, and an exclusive first look at new episodes. The activation secured 11 partnerships, revenue surged 65% and Adult Swim garnered 350 press hits and 24 million press impressions—a 450% increase versus 2018. —S.S.
Executive Producer, Adult Swim Festival 2019.