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If you’ve ever wanted to drink a glass of bourbon in Gotham, now’s your chance.
Today, Warner Bros. Discovery announced that Jefferson’s Bourbon has signed on as a title sponsor for Max’s The Penguin for a slate of advertising products that includes co-marketing opportunities, custom creative content and a consumer activation at San Diego Comic-Con, which kicks off this weekend ahead of the series premiere in September.
Max will recreate Gotham’s Iceberg Lounge—unveiling a Gotham ice truck in front of the San Diego Convention Center—to give fans a glimpse of Gotham’s criminal underworld, which will include exclusive giveaways and photo opportunities in front of props like the Penguin’s iconic purple Maserati.
To enter the main club, guests will have to find a password that will give them access to the inner sanctum, 44 Below (a club within a club).
A standout feature of the experience is that participants will be able to drink and taste-test Jefferson’s Bourbon. Patrons will also have access to other complimentary drinks and live DJ sets. The activation is only open to participants 21 and older and takes place on Friday and Saturday.
Ryan Gould, head of digital ad sales at Warner Bros. Discovery, said this is the first time Max has partnered with a brand sponsor for a massive pop culture event like San Diego Comic-Con.
“Historically, we would do activations with brands that were owned and operated by us in isolated areas,” Gould said. “We feel like this will be one of the marquee activations at Comic-Con.”
Gould said the partnership with Jefferson’s Bourbon is a key driver to build the franchise. Ahead of the show’s premiere this fall, he said they’re working with Jefferson’s Bourbon and two other sponsors to create thematic content and other custom creative experiences that mirror the look and feel of the series, which he said is the best way to present the brand partners in the ecosystem.
He added that the content will be uninterrupted and commercial-free, which will present users with an in-front ad execution.
“It’s an anti-interruptive model, and what we’re trying to do with our top IP is create an ecosystem that has a value exchange between the user, drives value for the brand and makes sense for us as a business,” Gould said. “The easy thing to do would be to stuff content with a bunch of ads and just sell it ROS, right? The way that we go to market is a more difficult and tailored approach, but we feel like it drives more value for our brand partners as well as our audiences.”
