Nontraditional Venues: Warner Bros. Promotes Speedy Comeback - Event Marketer

Nontraditional Venues: Warner Bros. Promotes Speedy Comeback

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Warner Bros. Consumer Products is promoting the Speedy Gonzales character to young skateboarders with a tour hitting skate parks in 12 markets.
Joan Dambros senior vp-new initiatives for Warner Bros. Consumer Products told Buzz the tour was launched to capitalize on the “organic resurgence” of the Speedy Gonzalez character among the skateboard set. “It is a natural way to create additional exposure and relevance for this character among a trendsetting audience ” Dambros said. “As we looked to connect core character attributes to a lifestyle the tour is a non-traditional but quality fit.”
The Andale Posse Tour features a team of professional skateboarders performing skating demos at each stop. Skate legend Steve Caballero also will appear at some stops. Skaters can take part in best trick contests and the winner in each city will be featured on a commemorative DVD that also shows the pro skaters in action. WB also is selling Speedy skateboards t-shirts and hats on site at the tour stops. The campaign kicked off Saturday in Orlando. Agency: Grand Central Marketing New York City.


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