Warner Bros., For Your Imagination to Bow Watchmen Work

Warner Bros. has partnered with the Web production studio For Your Imagination to launch an elaborate branded entertainment campaign for the upcoming release Watchmen which includes a set of specially-created crossover storylines for four different online series.

According to the company’s co-founder and CEO Paul Kontonis, Warner Bros.’ agency MediaCom has crafted an online campaign for Watchmen—the movie adaptation of a beloved but hardly-mainstream graphic-novel–that attempts to generate interest among less-familiar movie fans. “We want to go beyond comic book fans,” said Kontonis.

But the campaigns has started on the comic-themed series Kyle Piccolo – Comic Shop Therapist, a humorous show about a comic store clerk who doles out unsolicited advice to patrons. For Your Imagination has scripted three original Watchmen-themed episodes, the first of which is titled “3 6 9” – the date of Watchmen’s release. While a Watchmen trailer precedes the episode, it also features numerous visual and spoken references to the movie.

The subsequent two Watchmen infused-episodes are scheduled to be posted over the next week. Warner Bros. and MediaCom have already begun promoting the movie and the Webisodes on sites like Starpulse.com and MovieWeb.com

However, to boost awareness among non comic-lovers For Your Imagination has weaved references to Kyle Piccolo in three other series from its Axis of Comedy content network, including the viral hit Abigail’s Teen Diary, which stars comedian Hayden Black as a 13-year old teen girl who video blogs. During an upcoming episode, Abigail will complain about her boyfriend’s interest in the movie, and actually direct users to watch episodes Kyle Piccolo.

Two other For Your Imagination shows will similarly drive viewers to the Watchmen-themed Piccolo episodes, including the female-oriented revenge satire The Retributioners and the mock greek philosopher series Phistophicles.

These shows’ fan bases don’t necessarily cross over with Piccolo’s comic-loving crowd.   “The average consumer might not know this show, so we have to take them there,” explained Kontonis. According to Kontonis the total plan is scheduled to deliver 5 million views in two weeks, as For Your Imagination plans to leverage its distribution network which averages 25 million views per month.