Adult Swim’s Movie Drive-in Tour Evokes Nostalgia
Adult Swim is known for its nostalgia-inducing event activations. (Bounce houses for adults? Yes, please.) To get millennials and consumers ages 34 to 49 amped for its 2016 programming, the network for a second year launched a classic drive-in movie tour to premiere Adult Swim content and earn social media buzz in the process. The 10-city, sold-out tour, complete with lawn games, a photo booth and trivia, experienced a 26 percent increase in attendance year over year with 8,928 consumers.
At each drive-in stop, 60 to 75 cars were invited to pull into the footprint and as they did, passengers received quirky premiums like event-specific posters, “The Eric Andre Show” ranch dressing air fresheners and “Rick and Morty” comic books. Brand ambassadors handed out free popcorn, candy and drinks to cars and those lounging on the lawn in front of the screen. There were five food trucks in case they wanted a bit more.
The event began at sundown at each stop with a trivia game that consumers texted answers to. The first person to answer the question correctly was invited up to receive an Adult Swim prize pack. And then: 90 minutes of unaired Adult Swim episodes. Cannonball.