TBS’ Comedy Festival Yuks it Up With Microsoft and Kia

TBS is yukking it up with Microsoft and Kia Motors America, lining up both brands as first-time sponsors of the Comedy Festival.

As newcomers to the festival, Microsoft and Kia will each sponsor three prime-time comedy specials, in a series of on-air promotions that will include tagged tune-ins and exclusive billboard placement.

In addition to the linear TV buy, Microsoft also will extend its presence to the venue itself (Caesars Palace in Las Vegas), as well as the Comedy Festival microsite at TBS.com.

Also getting in on the act are returning sponsors Geico and Mars, Inc.’s Twix. Both brands will sponsor three prime-time and three late-night comedy specials on TBS and have invested in on-site opportunities. Twix is also a co-sponsor of the microsite.

“All four of our partners believe in the power of comedy and the valuable platform the Comedy Festival represents in communicating their unique brand messages,” said Katherine Johnson, senior vp, Turner Entertainment promotions and marketing. “Across on-site, online and on-air, we are presenting four very different promotions that offer each advertiser a meaningful way to be part of this year’s high-profile events.”

Now in its fourth year, the Comedy Festival features a wide range of stand-up comics, including grizzled vets like Jerry Seinfeld, Ellen DeGeneres and Joan Rivers, as well as edgier potty-mouth acts like Jim Norton, Dave Attell and 30 Rock’s Tracy Morgan.

The event runs from Nov. 20-22.

TBS will televise several specials from the festival, including DeGeneres’ variety revue Ellen’s Even Bigger Really Big Show, which airs Nov. 29. Other specials on tap are the Jamie Foxx-produced Laffapalooza!, hosted by Morgan (Nov. 30), and Cheech & Chong: Roasted (telecast date TBA), a Friar’s Club-type drubbing that reunites the stoner-humor pioneers after a 26-year hiatus.