US network Adult Swim has kicked off its first EMEA above the line marketing campaign across the UK, Sweden and Germany.
The mobile video campaign named #wrongbutright, uses clips from the channel’s portfolio of shows, including Rick and Morty, Venture Brothers, Robot Chicken and Tim and Eric.
Adult Swim aims to reach its millennial audience of 18 to 34-year-olds with the videos and pre-roll advertising, which will kick off on platforms including IGN, MTV and Twitch.
Humphrey Black, VP for media distribution at Turner Broadcasting EMEA, said: “The comedy on Adult Swim is edgy and laugh out loud funny. It’s the type of comedy that can make you question whether it’s wrong to laugh – but that’s what makes it right.
“Our targeted #wrongbutright mobile video campaign is a perfect way to reach that 18-34 year old millennial audience, providing them with mobile entertainment on the go. It is funny, easily sharable and a great way to drive them to the Spotify video service where they can find loads more Adult Swim shows.”
Content from Adult Swim is also available on Spotify as part of the deal between Turner and the platform, to help increase the brand’s presence across the EMEA region.
In addition, the wider campaign will also be supported by social media, including Facebook and Twitter.