Looking to draw on the heritage of its portfolio, Warner Bros. Discovery is rolling out an initiative called WBD Storyverse, which aims to “recapture the magic of the original IP through a branded lends.”
Ad sales execs announced the program during the company’s upfront presentation to advertisers Wednesday in New York. They described it as an effort to “unlock” the company’s “vault,” which includes the more than century-old Warner Bros. studio.
The initiative will see WBD work with brands to find ways to collaborate, along the lines of State Farm’s Batman campaign, Unilever’s When HUnilever’s When Harry Met Sally Hellmann’s commercial; and Wayfair’s A Christmas Story holiday spot.
The goal is to open up opportunities around all hit series and films, among them Elf, Harry Potter, The Big Bang Theory, The Matrix, Family Matters, and Friends. Options include licensed products and promotions, strategic sponsorships, co-branded ads, and custom content featuring program talent. Brands can leverage Storyverse-affiliated content via their O&Os and investment across WBD platforms, including linear, digital and social channels.
“Together with Warner Bros. Discovery, we coupled the fandom surrounding Batman with the alliteration in Batman and Bateman to set up a metaphor, creatively conveying our narrative that having insurance isn’t the same as having State Farm,” said Alyson Griffin, Head of Marketing at State Farm. “By weaving the iconic State Farm brand assets and humor into the world of Gotham City, we created a campaign that broke through into pop culture in a massive way, delighting everyone from casual to the most die-hard of Batman fans.”
“Our partnership with Warner Bros. Discovery allowed us to bring an iconic moment from When Harry Met Sally to the Big Game in a fresh, unmissable way,” said Esi Eggleston Bracey, Chief Growth and Marketing Officer, Unilever. “When you combine WBD’s iconic cinematic roster with Unilever’s trusted brands, you create something memorable. The results were phenomenal, not just in terms of market share – but in creating genuine cultural impact. I mean, we even got a real-life Bill and Meg reunion at the Oscars!”
Sheereen Russell, EVP Client Partnerships at Warner Bros. Discovery, said Storyverse is “all about creative possibilities. “Audiences have a deep connection to our stories, and we want to offer that connectivity in service to our partners. By blending fresh ideas with the familiarity of our beloved worlds and characters, we empower marketers to spark cultural conversations and delight consumers with meaningful moments.”
In addition to accessing the WBD portfolio, partners can receive consultative services from in-house strategists and creative experts, production resources, and distribution via WBD platforms and third-party licensing.
