FOX Entertainment and Warner Brothers teamed up and created a Telly Award-winning partnership in The Masked Singer. For the first time, characters from the show were featured in branded content.
Three Masked characters and film star Keegan-Michael Key were featured in a branded content spot announcing the movie’s release date. A :65 custom spot (with an adjacent :15 Wonka trailer) aired in a FOX Entertainment Fast Break commercial spot. Three additional :10 co-branded tune-ins aired the week leading up to the special episode.
Results
This special collaboration was a golden ticket to success for Warner Brothers and fans of the beloved character, Wonka. Results included:
- Double-digital lift in search engagement surrounding the Wonka custom spot & ad in The Masked Singer
- Over-delivered on reaching influential moviegoers who are looking for family-friendly favorites
- The Masked Singer was the center of social conversations ranking #1 for engagements on the night of the Wonka partnership
