Adult Swim Partnerships
Purpose
Kemani has worked with the Adult Swim marketing team as an intern and then as an Editorial Strategy and Merchandising Manager. She is the point of contact for all Adult Swim content for HBO Max/Max. She has spearhead campaigns on HBO Max/Max in partnership with the Adult Swim Brand.
Global Rick and Morty Day 2021
June 20 was the appointed day for Rick and Morty and HBO Max had it’s first takeover campaign. Kemani created the Rick and Morty page on the Adult Swim hub for the celebration. The Adult Swim hub was used to complement Adult Swim's marketing efforts and leverage fan interest by creating a destination for all things Rick and Morty.
Key Components:
Custom video and background images
Curated playlists from Rick and Morty co-creators
All Rick and Morty extras
Rick and Morty in the Eternal Nightmare Machine
New 8-bit animated minisode
Global Rick and Morty Day Page Layout
2021
2022
Adult Swim Festivals
Adult Swim has held a music festival in different cities across the U.S. since 2018.
Kemani was able to work on the first festival in 2018. For 2021 and 2022, Kemani led the in-app campaign for the festival on the Adult Swim Hub, creating a fully curated experience with musical performances.
Kemani partnered closely with the Adult Swim marketing team, Content, Social Media, Product, and Design teams to make this festival as success for 2021 and 2022. The festival in 2021 had an increase in viewership by ~280% and the festival in 2022 was closely behind it.
The festival in 2021 was an all virtual experience with content premiering on the Adult Swim Hub, with titles updating inline with content premiering on the Adult Swim YouTube. The festival in 2022 was a smaller activation while the festival was in Philadelphia.
Components:
Custom background and key art images
Musical performances
Exclusive extras
Curated playlists from talent
w/ accompanied video of talent explaining their series/movie choices.
Talent
Streaming premieres
Adult Swim Festival Page Layouts
2021
2022
April Fool’s Stunt: Come and Learn with Pibby!
Hub Takeover
Adult Swim is known for their April Fool’s stunts on linear. Adult Swim fans are excited to see what they will do each year on the linear channel. In 2022, Kemani partnered with Adult Swim to being that year’s April Fool’s stunt to streaming on HBO Max for the first time. The theme for that year was a clip called Come and Learn with Pibby!
Come and Learn with Pibby! was a viral Adult Swim clip that was about Libby and Bun-Bun trying to escape a world-ending “glitch” through different Warner Bros. universes (The Flintstones, Scooby-Doo, Adventure Time, etc.).
Kemani advised on all design images, editorial curations, and copywriting for this stunt. She also timed the hub takeover to be aligned with the start of the linear stunt.
Fan Community
This was a smaller activation compared to previous hub takeovers, but this one click was viewed more titles in the week that it was on platform than most long-standing series/movies on the hub.
The fans have to know that Adult Swim is constantly implementing stunts that would resonate with fans and get the community excited for more. So, for HBO Max to also be involved with the stunt, it really helped strengthen the brand voice and relationship with Adult Swim on the streaming service.
