For the Adult Swim Fest’s 4 year run, IHEARTCOMIX executed multiple social and digital marketing campaigns to promote the event and drive viewership resulting in billions of impressions year over year. Each year featured a variety of creative activations unique for what was happening at the fest, but at the core of our approach was always awareness via all traditional media outlets and IHC networks.
Digital Marketing & Paid Media
In order to maximize awareness of the lineup and drive ticket sales to the festival, IHC coordinated media placements through the exchange of tickets to the festival and listing the event on all major event calendars. We secured social coverage, exclusive giveaways, newsletter placements and promotion across relevant subreddits, discords, and forums.
IHC Newsletter & Socials
Adult Swim trusted us to not only conceptualize and execute engaging promotional tactics but they also tapped us for our authentic community of culture fans and consumers: Our newsletter and social following was an integral aspect of every marketing campaign, promoting both the festival as well as all initiatives each year.
& Sweepstakes
In 2019 we partnered with 12 carefully chosen retailers in Los Angeles (Smorgasburg, A Shop Called Quest, Honey & Butter, etc) to participate in a county-wide scavenger hunt to increase visibility in the local market and incentivize last minute ticket sales. Daily clues were posted on Instagram for fans to decipher the day’s location of the winning ticket.
In both 2019 and 2020, we also produced weekly sweepstakes with exclusive prizes to further bolster ticket sales. These campaigns engaged audiences nationwide with escalating rewards each week.
We engaged diehard fans to recreate famous scenes from Adult Swim shows in order to win prize packs of increasing value, which simultaneously created fresh and interesting content for @adultswim to share and promote the fest daily to fans.
Campaigns
Each year, IHC produced custom boxes, helped curate the items, executed fulfillment, and assisted in curating the recipient list of relevant influencers, musicians, comedians and fans of the brand. We tapped folks within our larger music and comedic networks for impactful social coverage, reaching millions of fans each year.
Given the COVID-restrictions that forced the festival online, we created concepts that leaned into this unique opportunity to engage a global audience on a limited budget, unrestricted by a festival’s physical location. Added to our usual promotions, we also expanded support in the followng ways:
Douggpound Promo Videos: We collaborated with Tim & Eric collaborator DJ Douggpound to produce a series of promotional videos in the classic Adult Swim tone to exited audiences for the festival.
Chat Moderation: IHC also jumped on to manage and moderate the livestream chat on Youtube, overseeing a team of 12 people to orchestrate conversations around talent appearances, community guidelines, and execute key messaging.
As Adult Swim’s first marketing support call, we coordinated regional marketing efforts for events including the On the Green national tour and Erica Andre Show Live! Specifically focusing on local music promoters, geek-focused retailers and other relevant communities, we secured paid media placements, coordinated local partnerships, and social media giveaways and prize fulfillment. Our efforts led to sold out events throughout the tour and also organically grew Adult Swim’s opt-in email marketing lists for future events.
KRFT PUNK’S Political Party Premiere: We hosted an exclusive early screening of the Eric Andre Show spin-off, paired with a special performance from KRFT PUNK himself Dan Curry, a Q&A with Eric, and cheesy Kraft Singles parting gift for all.
Desert Gold Coachella Party: We partnered with BMW to produce two days of music, sound baths, Aqua Teen Hunger Force’s Meatwad narrated yoga, giveaways and more at the Palm Springs Ace Hotel.
Decker Meet and Greet: To celebrate the new season of the #1 American TV show: Decker, we hosted and produced a fan meet and greet at Baller Hardware in Los Angeles, complete with an exclusive music listening experience and special prizes.
Adult Swim at San Diego Comicon: Multiple years IHC supported Adult Swim’s presence at SDCC through targeted and stunty marketing campaigns. When they needed additional event production, IHC also oversaw any off-site events, including live performances of The Eric Andre Show and Hot Package.
Eric Andre Show Live! Tour: Following the success of Pitchfork Festival, we continued to produce shows in Los Angeles and at Comic-Con, also featuring Yacht, for the series. We also tour managed and oversaw marketing for both national tours.
Adult Swim Pitchfork Festival: We produced the Adult Swim Pitchfork Festival event in Chicago featuring The Eric Andre Show Live and Flying Lotus.
