When Adult Swim tours the country, you can bet it will be with a large, inflatable object in tow. After last year's Fun House tour—which featured a black and pink blow-up castle—the network is back on the road again this fall, this time with a pop-up drive-in theater.
The network is launching the 2015 Adult Swim Drive-In, a six-week,15-city national tour that kicks off Sept. 17 in Pittsburgh.
At the event, which is free to fans 18 and up (all attendees must RSVP at adultswimpresents.com), Adult Swim will screen unaired episodes of its shows like Rick and Morty, Robot Chicken, Squidbillies, Mike Tyson Mysteries, Tim and Eric's Bedtime Stories, and Black Jesus, as well as upcoming series Neon Joe. The shows will appear on a huge inflatable screen, and there will be free meals from local food trucks as well as trivia and prizes.
"Our strategy for events is to create something that allows our fans to connect with us and connect with each other, and to build on the strong relationship we've established with them through the linear network and our digital and social presence," said Amantha Walden, senior director, talent and events, Adult Swim. "The Drive-In tour idea stemmed from our desire to create a fun, easily portable experience that focused on our content and gave our fans a special experience."
The Drive-In tour will also include several integrations. Each stop will include a VIP viewing area from Cricket Wireless and free popcorn and candy from Hershey's Jolly Rancher. In some tour cities, Paramount will screen "an extended look" at its upcoming horror-comedy Scouts Guide to the Zombie Apocalypse, while Sony's PlayStation Vue will sponsor a food truck and give away four PlayStation 4 consoles and bundle packs.
"These events provide a fantastic opportunity to more closely align our advertising partners with the Adult Swim brand and help them to get in front of a desirable, hard-to-reach audience of millennial consumers," said Joe Hogan, evp of Turner Emerging Consumers ad sales at Turner Broadcasting.
Here is the complete list of tour dates: Pittsburgh (Sept. 17), Baltimore (Sept. 19), Charlotte, N.C. (Sept. 22), Nashville, Tenn. (Sept. 26), Atlanta (Sept. 29), New Orleans (Oct. 2), Dallas (Oct. 6), Houston (Oct. 8), San Antonio (Oct. 12), Tucson, Ariz. (Oct. 17), Phoenix (Oct. 20), San Francisco (Oct. 23), San Diego (Oct. 26), Los Angeles (Oct. 28) and Sacramento, Calif. (Oct. 31).
This is the latest tour for Adult Swim, which tested out the Drive-In concept at a March 26 event in Santa Monica, Calif. In addition to the Adult Swim Fun House tour, the network previously ran the Adult Swim Block Party in 2010 and 2011, and The Ragbag of Jollification College Tour in 2011.
While those previous events spotlighted the network's brand and off-channel extensions of its shows, "the focus here is more on the communal viewing experience, keeping our shows and our content front and center," said Walden.