WBD Brand Integration Opportunities and Story Reactions

Remember Harry and Sally encounter Herman's mayonnaise at the Super Bowl?

Or maybe you see Jason Bateman (well, “Bateman”) and Gotham City once again squared with Batman's biggest villain in a state farm ad earlier this year?

Well Warner Bros. Discovery turns product integration into advertising opportunities. The company announced what it calls “WBD Story” on Wednesday and leveraged the company’s 100-year film and television franchise to enter a new brand partner platform.

Just like the company helped Hellmann integrate Mayo into one of its classic movie scenes, or created an alternative Gotham City, Jason Bateman fought crime for the insurance giant, and franchises like that, WBD said Elf, Harry Potter, Big Bang Theory, Matrix, Family affairs, and Friends Now we must seize it.

“The opportunity to activate IP around IP includes licensed products and promotions, strategic sponsorship, advertising for common brands, and customized content with planned talent,” the company said.

“WBD Storyvers involves creative possibilities,” said Sheereen Russell, Executive Vice President of Customer Partnerships at Warner Bros. Discovery. “The audience has a deep connection to our stories and we want to provide this connectivity to our partners. By blending new ideas with the familiarity of our beloved world and characters, we enable marketers to inspire cultural dialogue and make consumers happy with meaningful moments.”

“Our partnership with Warner Bros. discovery enables us to go from When Harry meets Sally Esi Eggleston Bracey, Chief Growth and Marketing Officer at Unilever, said: “When you combine WBD’s iconic film lineup with Unilever’s trusted brand, you create something memorable. The results are amazing not only in terms of market share, but in terms of making a real cultural impact. I mean, we even got real-life bills and Meg reunions at the Oscars!”

“Together with Warner Bros. Discovery, we combine the fanatics around Batman with the allegoricals of Batman and Bateman to create a metaphor that creatively conveys our narrative that having insurance is not the same as having a state farm,” said Alyson Griffin, head of state farm markets. “By weaving the iconic National Farm brand equity and humor into the world of Gotham City, we created a movement to enter pop culture in a huge way that makes everyone from casual to the most stubborn Batman fans happy.”