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FOX Entertainment and Warner Bros. worked together to amplify the release of “Scoob!” during The Masked Singer and Celebrity Watch Party.

To create awareness for Warner Bros. PVOD release of Scoob!, FOX utilized digital image mapping and green screen technology to create a hybrid live action/animated ad featuring Ken Jeong on the set of The Masked Singer. WB also aligned with Celebrity Watch Party to create further awareness of the film’s May PVOD release.

Partnership Elements

FOX Talent + IP

Creative featured Ken Jeong on the set of The Masked Singer as he successfully guessed that his co-star from the movie, Scoob, was actually the performer behind the mask

FOX Fast Break

Hybrid ad aired adjacent to Scoob trailer in a FOX Fast Break

Social Amplification

Content was amplified across The Masked Singer & WB’s social platforms

Hybrid Live Action/Animated Ad. FOX Entertainment x Warner Brothers, 2020

Partnership Elements

Custom Content

An exclusive trailer and a :35 custom content piece, featuring Scoob doing his famous Tik Tok, aired during the episode

Co-Branded Tune-Ins

Aired in FOX prime leading up to the night

Celebrity Watch Party :35 Custom Content Piece. FOX Entertainment x Warner Brothers, 2020

Social Partnerships Elements: The Masked Singer content was amplified across the show’s and WB’s social platforms, and the Celebrity Watch Party content was amplified across WB’s social platforms.

The Masked Singer

Custom content over-indexed with those who rented 15-19 streaming movies per month. Triple digit increases across The Masked Singer/WB sponsored posts on both the day of and day after.

Source: Phoenix

Celebrity Watch Party

Custom content reached key movie viewers, including those passionate about animation. Triple digit increase of Scoob tweets coming from CWP Twitter handle.

Source: Nielsen, Social & Phoenix

Topics
Custom Content, Innovative Partnership, Product Launch