|By Business Wire||
|April 11, 2013 03:43 PM EDT||
Turner Broadcasting and Funny Or Die, together with HTC, have developed a short-form comedy sketch featuring James Van Der Beek (Don’t Trust the B in Apartment 23, Varsity Blues) designed to promote HTC’s new smartphone, the HTC One. Debuting on Funny Or Die Friday, April 12, the content will extend through a multi-platform promotion across the Turner portfolio of comedy television networks and digital screens, leveraging the power of brands like TBS and Adult Swim, along with TeamCoco.com. Additionally, the comedy piece integrating the new HTC One marks Funny Or Die’s debut in top movie theaters nationwide through NCM Media Networks.
Filmed on-location in Malibu, CA, Van Der Beek stars in a dating show parody featuring the HTC One and competing bachelor contestants - Smart Phone, Flip Phone, Rotary Phone and ‘90s Phone - all vying for the heart (and ear) of a beautiful bachelorette. Van Der Beek plays the role of the show’s suave host, who occasionally forgets that he’s not part of the consideration set. The content will debut on Funny Or Die Friday, April 12, with promotion across TBS and TBS.com, Adult Swim and AdultSwim.com, truTV and truTV.com, as well as TeamCoco.com beginning the week of April 15. Theatre audiences will also be entertained by the Funny Or Die content on 8,000 movie screens exclusively in NCM’s FirstLook pre-show program in hundreds of theatres nationwide from April 26-May 23.
“Funny Or Die is an expert in this space – creating content that makes people laugh, that people want to share within their social circles, and that brands trust to help make deeper connections with consumers,” said Ed Wise, senior vice president, Turner Branded Entertainment. “Amplifying creative like this across the range of the Turner portfolio gives HTC the reach and the audiences they are looking for as they launch the HTC One.”
“A multi-screen approach has been at the core of our global media strategy for the HTC One and this is the perfect integration to deliver this strategy in a unique and relevant way – through the creation of original entertainment content. We are excited about this first in custom content as a part of our media partnership with Turner and look forward to bringing the hilariously funny video to consumers nationwide – everywhere they go to be entertained,” said Erin McGee, vice president of marketing, HTC North America.
“Movie audiences will love HTC’s Funny Or Die branded comedy piece, and we couldn’t be more proud to bring this great content to our big screens,” said Cliff Marks, president of sales and marketing with NCM Media Networks. “It perfectly matches the bold and playful execution of the HTC One phone, and is the ideal way to top off HTC’s fully-integrated on-screen, on-site, online and mobile cinema experience.”
“We had a great time working with James again and showcasing his incredible comedic talents,” said Chris Bruss, vice president of Branded Entertainment for Funny Or Die. “It’s a really funny video that will resonate with the FOD audience – and it’s very exciting for our creative team to see content like this promoted on TV and in movie theatres.”
Wrapped in a distinct zero-gap aluminum unibody, the new HTC One introduces HTC BlinkFeed™, HTC Zoe™, HTC BoomSound™ and HTC Sense TV™, key new HTC Sense® innovations that re-imagine the mobile experience and set a new standard for smartphones.
- HTC BlinkFeed: A bold new experience that transforms the home screen on the HTC One into a single live stream of personally relevant information including social updates, news, photos and more.
- HTC UltraPixel Camera with HTC Zoe: Redefines how people capture, relive and share moments. HTC Zoe gives people the ability to shoot high-res photos that come to life in three-second snippets.
- HTC BoomSound: For the first time on a phone, introduces front-facing stereo speakers with a dedicated amplifier and an amazing full HD display. Beats Audio is integrated across the entire experience for rich, authentic sound.
- HTC Sense TV: Transforms the new HTC One into an interactive program guide and remote control for most TVs, set-top boxes and receivers.
“The One” was directed by Lauren Palmagiano and written by Bryan Safi.
In 2012, Turner and Funny Or Die entered into a strategic partnership that gave Turner an equity stake in the comedy brand and established Turner Digital Ad Sales as the exclusive seller of advertising opportunities with Funny Or Die. NCM Media Networks is Funny Or Die’s exclusive cinema partner. OMG was the agency partner on the campaign.
About Funny Or Die
Funny Or Die launched in April 2007 and has become an award-winning top destination for comedy on the web. The site has over 19 million unique users per month, over 60 million video views per month, and has grown into a vertically integrated 21st century digital studio that produces high quality content over numerous platforms, operating a social media and marketing division with over 5.8 million Twitter followers (#1 Comedy Brand), approximately 2 million Facebook fans, and devoted followers on numerous social networking and sharing sites. Funny Or Die has become the “place to be seen” for comedic celebrities, and the obvious destination for a daily comedy fix. Funny Or Die's founders are Gary Sanchez Productions (Will Ferrell, Adam McKay and Chris Henchy), Creative Artists Agency (CAA), Randy Adams and Michael Kvamme. Judd Apatow is also a principal partner in Funny Or Die.
Founded in 1997, HTC Corp. (HTC) is the creator of many award-winning mobile devices and industry firsts. By putting people at the center of everything it does, HTC pushes the boundaries of design and technology to create innovative and personal experiences for consumers around the globe. HTC's portfolio includes smartphones and tablets powered by the HTC Sense® user experience. HTC is listed on the Taiwan Stock Exchange (TWSE: 2498). For more information, please visit www.htc.com.
About National CineMedia (NCM)
National CineMedia (NCM) operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom Events present cinema advertising and events across the nation’s largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM’s theater advertising network covers 183 Designated Market Areas® (49 of the top 50) and includes over 19,300 screens (approximately 18,500 digital). During 2012, approximately 710 million patrons attended movies shown in theaters in which NCM currently has exclusive, cinema advertising agreements in place. The NCM Fathom Events live digital broadcast network (“DBN”) is comprised of over 740 locations in 172 Designated Market Areas® (including all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 41 entertainment-related websites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 46.7% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com. (NCMI-A)
About Turner Broadcasting
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.
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