Horizon, Cossette lead sponsorships for Adult Swim Canada

A major QSR and free-to-play gaming website will imitate Adult Swim's signature between-show bumps.

In less than one week, Canada’s newest specialty network, Adult Swim Canada, will go live.

Now, the Corus Entertainment-owned network has two launch partners that will air a series of brand promotions, sponsored bumps, billboards and more. Burger King and Pokerstars.net will both have a series of on-air pre-promos leading up to the launch, as well as additional supporting material.

Restaurant Brands International’s Burger King secured its deal through its AOR, Horizon Media Canada, while Cossette Media led the charge for Pokerstars.net.

Lynn Chambers, VP of Corus Tempo, said in a statement that the partnership will allow for both brands to drive consumer interest through “playful and humorous marketing tactics,” an approach which she says suits Adult Swim’s “unique voice.” Adult Swim, which is largely filled with animated content (although it does air some satirical live-action shows such as Check It Out with Steve Brule, starring John C. Reilly) targets young adults via edgy humour. Series coming to Canada through the deal include Rick and Morty, Robot Chicken, Check It Out with Steve Brule, Harvey Birdman, The Eric Andre Show and more.

Besides on-air pre-promos, the brands will be integrated into something unique to Adult Swim: the channel’s signature bumps.

Adult Swim first introduced between-show bumps upon its U.S. launch in the early 2000s. The short, 10- to 15-second spots are designed to be short, often absurd bits of humour and have featured everything from fake historical facts to how to speak Australian and a list of who’s talking about you behind your back (pictured). Many of the bumps feature short bits of text-based messaging, which is what Burger King and Pokerstars.net will also do with its ads, playing off the tone and style of Adult Swim’s voice.

Both brands will also sponsor select Adult Swim programs through OOH advertising, and Pokerstars.net will integrate its logo into select AdultSwim programming, along with a custom TV spot welcoming the channel to Canada. Upon launch, Adult Swim will be available for a two-month free preview.